This text 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.
"synopsis" may belong to another edition of this title.
Customer-centric framework focuses on using marketing levers to create intense and profitable relationships with customers.
An Integrated Framework chapter (12) details exactly what levers should be used to advance customers through varying intensity relationship levels.
The eMarketing Plan (chapter 16) discusses which marketing tools and levers are best suited to achieve the desired outcomes and how tactical elements need to work in concert to maximize market impact.
Authors use their insider relationships with companies like eBay, William Morris Agency, and New Line Cinema to provide on-going examples supported by video interviews and analysis by these and other leaders in the Internet community.
eMarketing Suite Software by KMT, a commercially produced eMarketing Planning and Metrics software tool on CD-ROM is packaged with the textbook. This innovative software employs the framework developed by Monitor Marketspace and can be used to create professional quality planning documents and presentations.
Integration of Marketing Program (ch14) discusses which marketing tools and levers are best suited to achieve the desired outcomes and how tactical elements need to work in concert to maximize market impact.
Design of the Marketing Program (ch15 ) gives an in-depth look at the integrated online/offline marketing plan employed by New Line Cinema to promote Austin Powers:
The Spy Who Shagged Me.
"About this title" may belong to another edition of this title.
Book Description McGraw-Hill/Irwin 2001-08-16, 2001. Hardcover. Book Condition: New. 0072512083 BRAND NEW. Includes CD-ROM. Over 1,000,000 satisfied customers since 1997! We ship daily M-F. Choose expedited shipping (if available) for much faster delivery. Delivery confirmation on all US orders. Bookseller Inventory # Z0072512083ZN
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800725120831.0
Book Description McGraw-Hill/Irwin, 2001. Hardcover. Book Condition: New. book. Bookseller Inventory # 0072512083
Book Description McGraw-Hill/Irwin, 2001. Hardcover. Book Condition: New. 1. Bookseller Inventory # DADAX0072512083
Book Description Irwin Professional Pub, 2001. Hardcover. Book Condition: Brand New. hardback/cd-rom edition. 726 pages. 10.00x8.00x1.25 inches. In Stock. Bookseller Inventory # 0072512083