MP Internet Marketing: Building Advantage in a Networked Economy with CD (Hardcover)

by Rafi Mohammed (Author), Robert J. Fisher (Author), Bernard J. Jaworski (Author), Aileen Cahill (Author)

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Product Description
This text 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.

Book Info
Presents a customer-centric 'road tested' framework for designing and implementing an effective Internet marketing program. Accompanying website provides multimedia materials, lectures, and more.

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• Hardcover: 726 pages
• Publisher: McGraw-Hill/Irwin; 1 edition (August 16, 2001)
• Language: English
• ISBN-10: 0072512083
• ISBN-13: 978-0072512083
• Product Dimensions: 10.1 x 8.3 x 1.2 inches
• Shipping Weight: 3.4 pounds (View shipping rates and policies)
• Average Customer Review: No customer reviews yet. Be the first.
• Amazon.com Sales Rank: #1,181,372 in Books (See Bestsellers in Books)
  
  (Publishers and authors: Improve Your Sales)
• In-Print Editions: Hardcover (2) |  Paperback (2Rev Ed) |  All Editions