Internet marketing : building advantage in the networked economy

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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Bibliographic Details
Main Author: Rafi A. Mohammed (Author)
Format: Book
Language:English
Published: Boston, Massachusetts : McGraw-Hill , c2004
Edition:2nd ed
Subjects:
Internet marketing
Online Access:Table of contents only
Table of Contents:
  • 1: Introduction to Internet Marketing
  • Part I: FRAMING THE MARKET OPPORTUNITY
  • 2: Framing the Market Opportunity
  • Part II: MARKETING STRATEGY
  • 3: Marketing Strategy in Internet Marketing
  • Part III: DESIGNING THE CUSTOMER
  • 4. Customer Experience
  • Part IV: CRAFTING THE CUSTOMER INTERFACE
  • 5. Customer Interface
  • Part V: DESIGNING THE MARKETING PROGRAM
  • 6. Customer Relationships
  • 7. Product
  • 8. Pricing
  • 9. Communication
  • 10. Community
  • 11. Distribution
  • 12. Branding
  • 13. Designing the Marketspace Matrix
  • 14. Designing the Marketing Program for "The Lord of the Rings"
  • Part VI: LEVERAGING CUSTOMER INFORMATION THROUGH TECHNOLOGY
  • 15. Customer Information Systems
  • Part VII: EVALUATING THE MARKETING PROGRAM
  • 16: Metrics

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