Principles of Internet Marketing

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ISBN 10: 0538875739 / ISBN 13: 9780538875738

Published by -, 1999

Principles of Internet Marketing This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9780538875738

Synopsis:

This textbook shows what makes the Internet new and different, which techniques work and which don't, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet marketing fits into the rest of an organization's marketing strategy. Methodologically, the book uses marketing frameworks, case studies, industry participant insights, hands-on exercises, and extensive online support to create a comprehensive approach to this fast-changing area. The goal is to build on a fundamental knowledge of consumer and competitive behaviour in order to have a lasting appreciation of where this technological revolution is heading. The first section of the book creates the basic foundation of Net marketing. The second section of the book investigates the key new themes of the Net marketer. These are quality improvement and customer support, personalization, generating traffic, building community, real-time pricing, and the creation of new channels.

Review: I have adopted this book as a required text for an e-commerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some "principles" that should indeed endure... I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.

Bibliographic Details

Title: Principles of Internet Marketing
Publisher: -
Publication Date: 1999
Binding: Hardcover
Condition: Very Good