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Internet Marketing, 2/e, with e-Commerce PowerWeb By Rafi Mohammed

Internet Marketing, 2/e, with e-Commerce PowerWeb
by Rafi Mohammed

In Stock
$20.99
+10% GST
Presents a framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. This book focuses on using marketing levers to vary the level of intensity that the consumer has, to build a relationship with the customer through awareness, exploration/expansion, commitment, and dissolution.
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Internet Marketing, 2/e, with e-Commerce PowerWeb Summary


Internet Marketing, 2/e, with e-Commerce PowerWeb by Rafi Mohammed

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.

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About Rafi Mohammed


Bernard J. Jaworski is Vice-Chairman of Marketspace LLC and heads its Monitor Executive Development business unit.

Table of Contents


Chapter 1: Introduction to Internet Marketing Part I: Framing the Market Opportunity Chapter 2: Framing the Market Opportunity Part II: Marketing Strategy Chapter 3: Marketing Strategy in Internet Marketing Part III: The Design of the Customer Experience Chapter 4: Customer Experience Part IV: Building the Customer Interface Chapter 5: Customer Interface Part V: The Design of the Marketing Program Chapter 6: Customer Relationships Chapter 7: Product Chapter 8: Pricing Chapter 9: Communication Chapter 10: Community Chapter 11: Distribution Chapter 12: Branding Chapter 13: Designing the Marketspace Matrix Chapter 14: Designing the Marketing Program for Lord of the Rings Part VI: Leveraging Customer Information Through Technology Chapter 15: Customer Information Systems: Leveraging Customer Information Through Internet Technology Part VII: Marketing Program Evaluation Chapter 16: Customer Metrics

Additional information

GOR002828745
Internet Marketing, 2/e, with e-Commerce PowerWeb by Rafi Mohammed
Rafi Mohammed
Used - Very Good
Paperback
McGraw-Hill Education - Europe
2003-08-01
768
0071232591
9780071232593
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.