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Internet Marketing Building Advantage in a Networked Economy
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Internet Marketing Building Advantage in a Networked Economy Hardcover - 2003 - 2nd Edition

by Rafi Mohammed; Robert J. Fisher; Bernard J. Jaworski; Gordon Paddison


From the publisher

Internet Marketing: Building Advantage in a Networked Economy, 2e presents a road-tested framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. The focus is on using marketing levers to vary the level of intensity that the consumer has with a Website to build a relationship with the customer through four stages: from Awareness, to Exploration/Expansion, to Commitment, and possibly through Dissolution. This four stage customer-centric framework shows readers how to use the Internet to create intense and profitable relationships with their customers. In addition to comprehensively discussing the key levers that marketers can use to create relationships, the authors focus on two primary forces that the Internet brings to marketing - the Individual and Interactivity - detailing how these forces influence key marketing levers and how these forces can be leveraged to create intense relationships with customers.

First line

At its core, the mission of marketing is to attract and retain customers.

Details

  • Title Internet Marketing Building Advantage in a Networked Economy
  • Author Rafi Mohammed; Robert J. Fisher; Bernard J. Jaworski; Gordon Paddison
  • Binding Hardcover
  • Edition number 2nd
  • Edition 2
  • Publisher McGraw-Hill/Irwin, Blacklick, Ohio, U.S.A
  • Date April 18, 2003
  • ISBN 9780072538427
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Internet Marketing: Building Advantage in the Networked Economy

Internet Marketing: Building Advantage in the Networked Economy

by Mohammed, Rafi A.; Fisher, Robert J.; Jaworski, Bernard J.

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Internet Marketing: Building Advantage in a Networked Economy
Stock Photo: Cover May Be Different

Internet Marketing: Building Advantage in a Networked Economy

by Rafi Mohammed, Robert J. Fisher, Bernard J. Jaworski, Gordon Paddison

  • Used
  • Hardcover
Condition
Used:Good
Edition
2
Binding
Hardcover
ISBN 10 / ISBN 13
9780072538427 / 0072538422
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This seller has earned a 4 of 5 Stars rating from Biblio customers.
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McGraw-Hill/Irwin, 2003-04-18. 2. Hardcover. Used:Good.
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Internet Marketing Building Advantage In A Networked Economy, 2nd ed.

by Rafi M.

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