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

Rafi Mohammed , Robert J. Fisher , Bernard J. Jaworski , Gordon Paddison
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Table of Contents

Chapter 1: Introduction to Internet Marketing

Part I: Framing the Market Opportunity

Chapter 2: Framing the Market Opportunity

Part II: Marketing Strategy

Chapter 3: Marketing Strategy in Internet Marketing

Part III: The Design of the Customer Experience

Chapter 4: Customer Experience

Part IV: Building the Customer Interface

Chapter 5: Customer Interface

Part V: The Design of the Marketing Program

Chapter 6: Customer Relationships

Chapter 7: Product

Chapter 8: Pricing

Chapter 9: Communication

Chapter 10: Community

Chapter 11: Distribution

Chapter 12: Branding

Chapter 13: Designing the Marketspace Matrix

Chapter 14: Designing the Marketing Program for Lord of the Rings

Part VI: Leveraging Customer Information Through Technology

Chapter 15: Customer Information Systems: Leveraging Customer Information Through Internet Technology

Part VII: Marketing Program Evaluation

Chapter 16: Customer Metrics

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