Internet Marketing: Building Advantage in a Networked Economy, 2/e

Description:

Internet Marketing: Building Advantage in a Networked conomy, 2e presents a broad-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.
1.內容描述詳盡，每個章節都有CASE可討論。
2.涵蓋電子網路行銷的理論架構，由淺至深，相當不錯。

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