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Virtual Marketing

Efthymios Constantinides

ISBN 10: 3639172248 / ISBN 13: 9783639172249
Published by VDM Verlag Jun 2009, 2009
New Condition: Neu Soft cover
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Neuware - The book emphasizes the fact that while deep-seated 172 pp. Englisch. Bookseller Inventory # 9783639172249

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Bibliographic Details

Title: Virtual Marketing

Publisher: VDM Verlag Jun 2009

Publication Date: 2009

Binding: Taschenbuch

Book Condition: Neu

About this title


The book emphasizes the fact that while deep-seated and time-honored business laws are always valid, survival and success in the virtual commercial environment requires to take some distance from the established, customary patterns of management thought and behavior. Proactive managerial attitude is essential considering the exceptional nature of the technologies, actors and environmental conditions defining online commerce. The book explains the essentials of the online marketing and challenges the traditional marketing management approach based on the Marketing Mix 4P framework as basis of E-Marketing. Proposes an alternative approach based on the 4S Web Marketing Mix concept combining Strategic, Operational, Organizational and Technological elements as basis for a successful online strategy. Addresses the issue of online strategy identifying the strategic approaches of successful online organizations. Finally the book identifies the operational principles of the online marketing namely the elements of the customer online experiences and presents empirical findings as to their importance

About the Author:

Born in Athens, studied Economics and received his PhD on E- Marketing at the University of Twente(NL) After a corporate career of ten years he worked 10 years as senior lecturer Marketing and since 2001 works as Assistant Professor E-Commerce at the University of Twente(NL). Research interests: Online Strategy,E-Marketing,Social Media.

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