Items related to 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 the Author:
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.
Bernard J. Jaworski is Vice-Chairman of Marketspace LLC and heads its Monitor Executive Development business unit.
"About this title" may belong to another edition of this title.
- PublisherMcGraw-Hill Education
- Publication date2003
- ISBN 10 0072865261
- ISBN 13 9780072865264
- BindingHardcover
- Edition number2
- Number of pages768
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Internet Marketing, 2/e, with e-Commerce PowerWeb
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Internet Marketing, 2/e, with e-Commerce PowerWeb
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Internet Marketing, 2/e, with e-Commerce PowerWeb
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Book Description Hardcover. Condition: Very Good. Dust Jacket Condition: No DJ as issued. Second Edition. 768 pages. Internet Marketing: Building Advantage in a Networ ked Economy, 2e presents a road-tested framework to help students and practitioners understand how to think about and implement ef fective Internet marketing programs. The focus is on using market ing levers to vary the level of intensity that the consumer has w ith a Website to build a relationship with the customer through f our stages: from Awareness, to Exploration/Expansion, to Commitme nt, and possibly through Dissolution. This four stage customer-ce ntric framework shows readers how to use the Internet to create i ntense and profitable relationships with their customers. In addi tion 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 an d Interactivity - detailing how these forces influence key market ing levers and how these forces can be leveraged to create intens e relationships with customers. Seller Inventory # 605c
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