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List Price:
$64.37
Computers-Internet Price: $67.18
Subject To Change Without Notice
Availability: Usually ships in 2 to 4 weeks
Manufacturer: McGraw Hill Higher Education
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Average Customer Rating:  
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Binding: Paperback
EAN: 9780071232593
ISBN: 0071232591
Label: McGraw Hill Higher Education
Manufacturer: McGraw Hill Higher Education
Number Of Pages: 768
Publication Date: 2003-10-24
Publisher: McGraw Hill Higher Education
Studio: McGraw Hill Higher Education
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Editorial Reviews:
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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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Spotlight customer reviews:
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Customer Rating:
Summary: Internet marketing, Building Advantae in a networked economy
Comment: 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.
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