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Internet Marketing, 2/e, with e-Commerce PowerWeb [Paperback]

Rafi Mohammed , Robert J. Fisher , Bernard J. Jaworski , Gordon Paddison
5.0 out of 5 stars  See all reviews (1 customer review)
Price: 50.99 & FREE Delivery in the UK. Details
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Book Description

1 Aug 2003
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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Product details

  • Paperback: 768 pages
  • Publisher: McGraw-Hill Higher Education; 2 edition (1 Aug 2003)
  • Language: English
  • ISBN-10: 0071232591
  • ISBN-13: 978-0071232593
  • Product Dimensions: 20.8 x 26.8 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 408,160 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

From the Publisher

Customer-centric framework focuses on using marketing levers to create intense and profitable relationships with customers.
An Integrated Framework chapter (12) details exactly what levers should be used to advance customers through varying intensity relationship levels.
The eMarketing Plan (chapter 16) discusses which marketing tools and levers are best suited to achieve the desired outcomes and how tactical elements need to work in concert to maximize market impact.
Authors use their insider relationships with companies like eBay, William Morris Agency, and New Line Cinema to provide on-going examples supported by video interviews and analysis by these and other leaders in the Internet community.
eMarketing Suite Software by KMT, a commercially produced eMarketing Planning and Metrics software tool on CD-ROM is packaged with the textbook. This innovative software employs the framework developed by Monitor Marketspace and can be used to create professional quality planning documents and presentations.
Integration of Marketing Program (ch14) discusses which marketing tools and levers are best suited to achieve the desired outcomes and how tactical elements need to work in concert to maximize market impact.
Design of the Marketing Program (ch15 ) gives an in-depth look at the integrated online/offline marketing plan employed by New Line Cinema to promote Austin Powers:
The Spy Who Shagged Me. --This text refers to an out of print or unavailable edition of this title.

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Most Helpful Customer Reviews
5.0 out of 5 stars Core Text for Cyber Marketing Module 8 Mar 2014
Format:Paperback|Verified Purchase
Relates a lot of core marketing theories to cyber marketing.
The book also uses case studies and questions to test understanding.
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Amazon.com: 3.0 out of 5 stars  2 reviews
1 of 1 people found the following review helpful
2.0 out of 5 stars Relevant in 2002, but not in 2009 23 Feb 2009
By Robert L. Stinnett - Published on Amazon.com
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.
1 of 1 people found the following review helpful
4.0 out of 5 stars Internet marketing, Building Advantae in a networked economy 18 Dec 2008
By NdeR - Published on Amazon.com
Format:Hardcover|Verified Purchase
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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