Written for students in undergraduate and MBA programs, this text contains comprehensive coverage of Internet marketing concepts from product design through to post-customer care, with a focus on customers and customer relationships. It presents a strategic and global perspective to understanding online market opportunities.
Written for students in undergraduate and MBA programs, this text contains comprehensive coverage of Internet marketing concepts from product design through to post-customer care, with a focus on customers and customer relationships. The author presents a strategic and global perspective to understanding online market opportunities and building value through the Internet. It first lays out the scope and magnitude of change forced by the Internet. Marketing opportunities are described next, then a series of chapters presents tools, concepts, strategic insights, and tactics. The book looks at marketing, not in isolation, but as a part of a series of value-adding functions within an organization.
It uses current knowledge in marketing, consumer behavior, and strategy to provide frameworks for understanding marketing on the Internet. Important topics given little or no coverage in other books include channel management, B2B e-commerce and security issues, and the Internet as a communication medium and/or a distribution channel.
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Ramesh Venkat has an MBA degree in Marketing from Simon Fraser University and a Ph.D. in Marketing from The University of British Columbia. He has been a full-time faculty member in the Marketing Department at Saint Mary's University since 1992. He created the first graduate level "Internet Marketing" course in Canada in 1995. He currently has four graduate students working on Internet marketing (or related) research projects. He has published several papers in Leading academic conferences on this topic. He is currently the MBA Program Director at Saint Mary's University.
Table of Contents
PART 1: UNDERSTANDING E-MARKETS1. Introduction to Internet Marketing2. Economics of the Web and Business Models3. The Consumer Market4. The Business MarketPART 2: ORGANIZING FOR ON-LINE MARKETS5. Market Research and Business Intelligence6. Organization and Strategy DevelopmentPART 3: MARKETING STRATEGY AND IMPLEMENTATION7. Community and Customer Relationship8. Product Management and Pricing 9. Internet as a Communication Medium10. Internet Advertising and Promotion11. Channel Management12. Online RetailingPART 4: LOOKING BEYOND MARKETING13. Security, Privacy and Legal Issues14. Social, Ethical and Future IssuesAppendices:Glossary of Internet Marketing Terms (In-text)Guidelines for Web Site Design Internet Marketing Planning Guide ESOMAR (European Society for Opinion and Marketing Research) Guideline for Conducting Marketing and Opinion Research Using the InternetAMA Code of Ethics for Marketing on the Internet Additional On-Line Appendices:Web Resources for Internet Marketing (Online)Internet Marketing Plan (Online)
Canadian E-Marketing by Ramesh Venkat
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McGraw-Hill Education - Europe
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