Internet marketing : integrating online and offline strategies
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| Format: | Book |
| Language: | English |
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New York :
McGraw-Hill Irwin ,
c2003
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| Subjects: |
Table of Contents:
- Marketing on the Internet: new medium, new channel, or new creation?
- The Internet value chain
- Business models and strategies: the B2C space
- Business models and strategies: the b2b space
- The direct-response and database foundations of Internet marketing
- Understanding the Internet consumer
- Customer acquisition and branding
- Customer relationship development and management
- Developing and maintaining effective Web sites
- Measuring and evaluating Web marketing programs
- Customer dervice and support in Web space
- Social and regulatory issues I: consumer data privacy
- Social and regulatory issues II: security, authentication, and intellectual property
- Leveraging the marketing knowledge asset
- Going forward