The first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.
Digital Marketing
and over one million other books are available for Amazon Kindle.
Learn more
| ||||||||||||||||||||
Book Description
Frequently Bought Together
Editorial Reviews
From the Inside Flap
What will happen to pricing now that online consumers can choose their own prices and buyers and sellers can haggle independently in Internet auctions? Have brand names become less powerful as customers move closer to accessing real-time, highly competitive information? And how can companies shift from traditional broadcast communications to the interactivity of e-commerce-where information educates, entertains, and hopefully persuades the consumer?
Digital Marketing answers these questions and more, exploring the key issues and challenges that businesses operating in the changing global digital age must face. This book from The Wharton School's SEI Center features the best thinking on digital marketing from leading experts at the nation's top business schools including Wharton, Columbia, Harvard, Northwestern, University of Michigan, and MIT.
Under the authoritative guidance of marketing strategists Jerry Wind and Vijay Mahajan, this timely reference reveals revolutionary approaches for promoting and selling products and services-approaches specifically tailored for companies embracing digital technologies. Many of the contributors are consultants to major corporations around the world, so you'll get a real-world understanding of what works, what doesn't, and how to ensure your company's long-term success in e-business.
Inside, you'll find a wide range of strategies on topics such as:
* The shift from mass marketing to customization-the new "sense and respond" business model
* Data mining from online consumers-using the Internet as a valuable tool for finding out who your customers are
* Pricing in the digital environment
* The infrastructure of e-business
* Product positioning on the Internet-how to present your offerings as unique
* Keeping your company competitive on an international scale
Savvy marketing in today's fast-paced world of e-business requires a great measure of flexibility and experimentation. That's why the insightful, adaptable ideas in Digital Marketing make it essential reading for any executive, manager, or consultant charged with helping their company succeed in its online initiatives.
Digital Marketing answers these questions and more, exploring the key issues and challenges that businesses operating in the changing global digital age must face. This book from The Wharton School's SEI Center features the best thinking on digital marketing from leading experts at the nation's top business schools including Wharton, Columbia, Harvard, Northwestern, University of Michigan, and MIT.
Under the authoritative guidance of marketing strategists Jerry Wind and Vijay Mahajan, this timely reference reveals revolutionary approaches for promoting and selling products and services-approaches specifically tailored for companies embracing digital technologies. Many of the contributors are consultants to major corporations around the world, so you'll get a real-world understanding of what works, what doesn't, and how to ensure your company's long-term success in e-business.
Inside, you'll find a wide range of strategies on topics such as:
* The shift from mass marketing to customization-the new "sense and respond" business model
* Data mining from online consumers-using the Internet as a valuable tool for finding out who your customers are
* Pricing in the digital environment
* The infrastructure of e-business
* Product positioning on the Internet-how to present your offerings as unique
* Keeping your company competitive on an international scale
Savvy marketing in today's fast-paced world of e-business requires a great measure of flexibility and experimentation. That's why the insightful, adaptable ideas in Digital Marketing make it essential reading for any executive, manager, or consultant charged with helping their company succeed in its online initiatives.
From the Back Cover
THE WORD IS OUT ABOUT DIGITAL MARKETING
"This is the first comprehensive treatment of an increasingly important subject." --Peter Drucker, Honorary Chairman, Peter F. Drucker Foundation for Nonprofit Management and Clarke Professor of Social Sciences, Claremont Graduate University
"Traditional marketing can kill your company. This book is must reading for every company that recognizes the need to reorganize its marketing strategy vis-?-vis the new empowered customer and the new technology." --Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University
"Digital Marketing asks the questions today's marketers must answer to meet tomorrow's challenges. Digital consumers are decision-makers, no longer decision-takers. Successful marketing strategies will have to focus on helping them to optimize their decisions." --Dr. Ulrich Cartellieri, Member of the Board, Deutsche Bank AG Frankfurt
"...an extremely lively and balanced book. Based on solid research, it covers everything a good marketer, executive, even CEO, needs to know in order to compete in the digital marketplace. Not only does it cover technology, knowledge management, economics, customer contact, data warehousing and strategy, it also shows how to create digital marketing programs that fit with the new business models." --Lennart S. Lindegren, Global Strategy Leader, PricewaterhouseCoopers
"Making sense of technology and business on the Internet has become an urgent priority. This book represents a crucial step in establishing a comprehensive framework for developing business models. This is essential reading for everyone wishing to exploit the new thinking in an informed way." --Colin Crook, Former Chief Technologist, Citicorp
"...full of solid insights on how to leverage the Internet for customers' and marketers' delight. A must for twenty-first-century marketers and researchers across the globe." --Hotaka Katahira, Professor of Marketing Science, Faculty of Economics, University of Tokyo
"This is the first comprehensive treatment of an increasingly important subject." --Peter Drucker, Honorary Chairman, Peter F. Drucker Foundation for Nonprofit Management and Clarke Professor of Social Sciences, Claremont Graduate University
"Traditional marketing can kill your company. This book is must reading for every company that recognizes the need to reorganize its marketing strategy vis-?-vis the new empowered customer and the new technology." --Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University
"Digital Marketing asks the questions today's marketers must answer to meet tomorrow's challenges. Digital consumers are decision-makers, no longer decision-takers. Successful marketing strategies will have to focus on helping them to optimize their decisions." --Dr. Ulrich Cartellieri, Member of the Board, Deutsche Bank AG Frankfurt
"...an extremely lively and balanced book. Based on solid research, it covers everything a good marketer, executive, even CEO, needs to know in order to compete in the digital marketplace. Not only does it cover technology, knowledge management, economics, customer contact, data warehousing and strategy, it also shows how to create digital marketing programs that fit with the new business models." --Lennart S. Lindegren, Global Strategy Leader, PricewaterhouseCoopers
"Making sense of technology and business on the Internet has become an urgent priority. This book represents a crucial step in establishing a comprehensive framework for developing business models. This is essential reading for everyone wishing to exploit the new thinking in an informed way." --Colin Crook, Former Chief Technologist, Citicorp
"...full of solid insights on how to leverage the Internet for customers' and marketers' delight. A must for twenty-first-century marketers and researchers across the globe." --Hotaka Katahira, Professor of Marketing Science, Faculty of Economics, University of Tokyo
Product Details
Would you like to update product info or give feedback on images?
|
More About the Author
Discover books, learn about writers, read author blogs, and more.
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
|
Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Excellent Analytical Framework,
By Scott Pope (Boston, MA) - See all my reviews
This review is from: Digital Marketing: Global Strategies from the World's Leading Experts (Paperback)
Digital Marketing is a nice alternative to the current array of e-Business and marketing texts, which typically include anecdotes and pithy comments but little substantive information. The book is a nice balance of good writing and supporting data. The format, which entails having a different leading B-school professor author each chapter, makes the book especially interesting and information packed.Definitely a text to read if you are looking for actionable information. Scott Pope, Senior Analyst, Delphi Group
Share your thoughts with other customers: Create your own review
|
|
Inside This Book
(learn more)
First Sentence:
The digital revolution has shaken marketing to its core. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
electronic consumer interaction, knowledge exchange perspective, net donation amount, renting reputation, virtual shopping simulation, online marketing research, adaptive experimentation, digital marketing, consumption phenomena, traditional marketing research, adaptive experiments, selling mechanisms, data mining models, merchant buyers, online focus groups, positive network externalities, retailing environment, digital markets, digital communities Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United States, Moore's Law, Harvard Business Review, World Wide Web, University of Texas, Free Press, Gilder's Law, Marketing Science, Business Week, Englewood Cliffs, Metcalfe's Law, The Wharton School, Management Science, May June, Time Warner, America Online, General Motors, Paris Miki, Thousand Oaks, Advertising Age, Media Metrix, Merrill Lynch, Administrative Science Quarterly, Home Depot New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
The digital revolution has shaken marketing to its core. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
electronic consumer interaction, knowledge exchange perspective, net donation amount, renting reputation, virtual shopping simulation, online marketing research, adaptive experimentation, digital marketing, consumption phenomena, traditional marketing research, adaptive experiments, selling mechanisms, data mining models, merchant buyers, online focus groups, positive network externalities, retailing environment, digital markets, digital communities Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United States, Moore's Law, Harvard Business Review, World Wide Web, University of Texas, Free Press, Gilder's Law, Marketing Science, Business Week, Englewood Cliffs, Metcalfe's Law, The Wharton School, Management Science, May June, Time Warner, America Online, General Motors, Paris Miki, Thousand Oaks, Advertising Age, Media Metrix, Merrill Lynch, Administrative Science Quarterly, Home Depot New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 69
books:
See all 69 books this book cites
- Being Digital by Nicholas Negroponte on page 337, and page 361
- Homo Ludens: A Study of the Play-Element in Culture by Johan Huizinga on page 353, and page 360
- Advances in Consumer Research by Chris T. Allen on page 196, and page 198
- Marketing Research (Business Masters S.) by Christopher West on page 25, and page 200
- Increasing Returns and Path Dependence in the Economy (Economics, Cognition, and Society) by W. Brian Arthur on page 55
See all 69 books this book cites
Books on Related Topics
(learn more)
|
What Other Items Do Customers Buy After Viewing This Item?
Tags Customers Associate with This Product(What's this?)Click on a tag to find related items, discussions, and people.
|
Listmania!
So You'd Like to...
Look for Similar Items by Category
- Books > Business & Investing > Biography & History > Company Profiles
- Books > Business & Investing > Industries & Professions > E-commerce
- Books > Business & Investing > Marketing & Sales > Marketing > Global
- Books > Business & Investing > Marketing & Sales > Marketing > Industrial
- Books > Computers & Technology > Networking
