Internet marketing : building advantage in the networked economy
Presents a framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. This book focuses on using marketing levers to vary the level of intensity that the consumer has, to build a relationship with the customer through awareness, ex...
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| Format: | Book |
| Language: | English |
| Published: |
Boston, Massachusetts :
McGraw-Hill ,
c2004
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| Edition: | 2nd ed |
| Subjects: | |
| Online Access: | Table of contents only |
| Summary: | Presents a framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. This book focuses on using marketing levers to vary the level of intensity that the consumer has, to build a relationship with the customer through awareness, exploration/expansion, commitment, and dissolution |
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| Item Description: | Rev. ed. of: Internet marketing / Rafi Mohammed ... [et al.]. c2002.Accompanied by access to online resource: Powerweb : E-business (contains online access code). |
| Physical Description: | xxxi, 743 p. : ill. ; 27 cm. |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 0071232591 (paperback : alk. paper) 0072538422 0072865261 9780071232593 (paperback : alk. paper) 9780072538427 9780072865264 |