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 ...
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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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Add this copy of Internet Marketing: Building Advantage in a Networked to cart. $55.95, fair condition, Sold by MERS Goodwill rated 5.0 out of 5 stars, ships from SAINT LOUIS, MO, UNITED STATES, published 2003 by McGraw-Hill/Irwin.
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Seller's Description:
Fair. Used-Acceptable: All pages and the cover are intact but shrink wrap dust covers or boxed set case may be missing. Pages may include limited notes highlighting or minor water damage but the text is readable. Pages may include limited notes and highlighting but the text cannot be obscured or unreadable. Any access codes or passwords originally included with the book may be expired used or no longer valid. Image is stock photo and cover art edition may be different than pictured.
