Internet Marketing, 2/e, with e-Commerce PowerWeb

4 avg rating
( 1 ratings by GoodReads )
 
9780071232593: Internet Marketing, 2/e, with e-Commerce PowerWeb

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.

"synopsis" may belong to another edition of this title.

From the Publisher:

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.

Top Search Results from the AbeBooks Marketplace

1.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
Published by McGraw-Hill Europe (2003)
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Paperback Quantity Available: 1
Seller
Irish Booksellers
(Rumford, ME, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Europe, 2003. Paperback. Book Condition: New. book. Bookseller Inventory # 0071232591

More Information About This Seller | Ask Bookseller a Question

Buy New
27.26
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

2.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
Published by McGraw-Hill Education - Europe, United States (2003)
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Paperback Quantity Available: 1
Seller
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description McGraw-Hill Education - Europe, United States, 2003. Paperback. Book Condition: New. 2nd Revised edition. 252 x 202 mm. Language: English . Brand New Book. 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. Bookseller Inventory # AAZ9780071232593

More Information About This Seller | Ask Bookseller a Question

Buy New
39.02
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

3.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
Published by McGraw-Hill Education - Europe, United States (2003)
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Paperback Quantity Available: 1
Seller
The Book Depository US
(London, United Kingdom)
Rating
[?]

Book Description McGraw-Hill Education - Europe, United States, 2003. Paperback. Book Condition: New. 2nd Revised edition. 252 x 202 mm. Language: English . Brand New Book. 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. Bookseller Inventory # AAZ9780071232593

More Information About This Seller | Ask Bookseller a Question

Buy New
39.95
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

4.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
Published by McGraw-Hill Education (2003)
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Quantity Available: 1
Seller
Books2Anywhere
(Fairford, GLOS, United Kingdom)
Rating
[?]

Book Description McGraw-Hill Education, 2003. PAP. Book Condition: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Bookseller Inventory # GB-9780071232593

More Information About This Seller | Ask Bookseller a Question

Buy New
32.93
Convert Currency

Add to Basket

Shipping: 9
From United Kingdom to U.S.A.
Destination, Rates & Speeds

5.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Quantity Available: 1
Seller
Speedy Hen LLC
(Sunrise, FL, U.S.A.)
Rating
[?]

Book Description Book Condition: New. Bookseller Inventory # ST0071232591. Bookseller Inventory # ST0071232591

More Information About This Seller | Ask Bookseller a Question

Buy New
43.16
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

6.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
Published by McGraw-Hill Europe (2003)
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Paperback Quantity Available: 1
Seller
Booked Again
(Summit, NJ, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Europe, 2003. Paperback. Book Condition: New. New item. Bookseller Inventory # QX-132-19-6736006

More Information About This Seller | Ask Bookseller a Question

Buy New
38.06
Convert Currency

Add to Basket

Shipping: 8.08
Within U.S.A.
Destination, Rates & Speeds

7.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
Published by McGraw-Hill Education - Europe
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Paperback Quantity Available: 1
Seller
THE SAINT BOOKSTORE
(Southport, United Kingdom)
Rating
[?]

Book Description McGraw-Hill Education - Europe. Paperback. Book Condition: new. BRAND NEW, Internet Marketing: With E-Commerce PowerWeb (2nd Revised edition), Rafi Mohammed, Robert J. Fisher, Bernard Jaworski, Gordon Paddison, "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. Bookseller Inventory # B9780071232593

More Information About This Seller | Ask Bookseller a Question

Buy New
43.59
Convert Currency

Add to Basket

Shipping: 5.94
From United Kingdom to U.S.A.
Destination, Rates & Speeds

8.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Paperback Quantity Available: 1
Seller
Ria Christie Collections
(Uxbridge, United Kingdom)
Rating
[?]

Book Description Paperback. Book Condition: New. Not Signed; Description: "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. book. Bookseller Inventory # ria9780071232593_rkm

More Information About This Seller | Ask Bookseller a Question

Buy New
47.59
Convert Currency

Add to Basket

Shipping: 3.34
From United Kingdom to U.S.A.
Destination, Rates & Speeds

9.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
Published by McGraw-Hill Education - Europe (2003)
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Softcover Quantity Available: 1
Rating
[?]

Book Description McGraw-Hill Education - Europe, 2003. Book Condition: New. 2003. 2nd. Paperback. . . . . . . Bookseller Inventory # V9780071232593

More Information About This Seller | Ask Bookseller a Question

Buy New
51.03
Convert Currency

Add to Basket

Shipping: FREE
From Ireland to U.S.A.
Destination, Rates & Speeds

10.

Mohammed, Rafi; Fisher, Robert J.; Jaworski, Bernard J.; Paddison, Gordon
Published by McGraw-Hill Education - Europe
ISBN 10: 0071232591 ISBN 13: 9780071232593
New Softcover Quantity Available: 1
Seller
Kennys Bookstore
(Olney, MD, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education - Europe. Book Condition: New. 2003. 2nd. Paperback. . . . . . Books ship from the US and Ireland. Bookseller Inventory # V9780071232593

More Information About This Seller | Ask Bookseller a Question

Buy New
53.43
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book