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Internet Marketing, 2/e, with e-Commerce PowerWeb
by Rafi Mohammed (Author),
Tata McGraw Hill Education (Publisher)
Product Specifications
Book 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 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
Book Specifications
ISBN-13 9780071232593
Language English
Binding Paper Back
Publisher Tata McGraw Hill Education
Publishing Date 2003-10-01
Product Edition 2 Rev ed