OVERVIEW
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.
Table of Contents
Chapter 01: Introduction to Internet Marketing
Part I: Framing the Market Opportunity
Chapter 02: Framing the Market Opportunity
Part II: Marketing Strategy
Chapter 03: Marketing Strategy in Internet Marketing
Part III: The Design of the Customer Experience
Chapter 04: Customer Experience
Part IV: Building the Customer Interface
Chapter 05: Customer Interface
Part V: The Design of the Marketing Program
Chapter 06: Customer Relationships
Chapter 07: Product
Chapter 08: Pricing
Chapter 09: 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
Source: www.mhhe.com/marketspace02