Internet Marketing: Building Advantage in a Networked Economy [Hardcover]

Rafi Mohammed (Author), Robert J. Fisher (Author), Bernard J. Jaworski (Author), Gordon Paddison (Author)

Book Description

Publication Date: April 18, 2003 | ISBN-10: 0072538422 | ISBN-13: 978-0072538427 | Edition: 2

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.

Editorial Reviews

About the Author

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

Product Details

• Hardcover: 768 pages
• Publisher: McGraw-Hill/Irwin; 2 edition (April 18, 2003)
• Language: English
• ISBN-10: 0072538422
• ISBN-13: 978-0072538427
• Product Dimensions: 10.1 x 8 x 1.3 inches
• Shipping Weight: 3.4 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #372,756 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

2.0 out of 5 stars Relevant in 2002, but not in 2009, February 22, 2009

By 

Robert L. Stinnett (Boonville, MO) - See all my reviews
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This review is from: Internet Marketing: Building Advantage in a Networked Economy (Hardcover)

I'm sure this book was cutting edge for marketing in 2002, but in 2009 it missed the social media marketing revolution boat by several hundred miles. It does a good job of explaining basic marketing principles that apply both offline and on, but the focus of the book is e-marketing and some of the advice and theories it gives for online marketing are way off base.

For example, we know that segmenting and targeting by demographics is WRONG for online marketing. We also know that online communities aren't a "maybe" but a must in this connected world.

This book needs to be seriously updated to make it more in touch with what is going on in the 3rd generation of marketing. If you have to use it for a class I'd strongly suggest you challenge your professor to rethink their decision and point out the various shortcomings of the book.

Marketing is moving at the speed of light; and 2002 is ancient history.

4.0 out of 5 stars Internet marketing, Building Advantae in a networked economy, December 18, 2008

By 

Nina Derochemont "Dahlia" (San Diego, CA) - See all my reviews
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This review is from: Internet Marketing: Building Advantage in a Networked Economy (Hardcover)

I found this book to have all the essiential elements necessiary begin a database marketing compaign clearly explained. The marketing tools, e-commerce levers and platforms and diagrams were well illustrated. My only complaint is that the book was published 6 years ago, I wish the author had an updated pdf version, however it is a great starting point.