MP Internet Marketing: Building Advantage in a Networked Economy with CD
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…
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Produktdetails
Weitere Autoren: Fisher, Robert / Jaworski, Bernard
- ISBN: 978-0-07-251208-3
- EAN: 9780072512083
- Produktnummer: 1745555
- Verlag: Mcgraw Hill Book Co
- Sprache: Englisch
- Erscheinungsjahr: 2001
- Seitenangabe: 726 S.
- Masse: H26.0 cm x B21.3 cm x D3.3 cm 1'606 g
- Auflage: 6. A.
- Gewicht: 1606
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