Internet Marketing: Building Advantage in the Networked Economy

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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 ...

Internet Marketing: Building Advantage in the Networked Economy 2003, Irwin/McGraw-Hill, Boston, MA

ISBN-13: 9780072538427

2nd edition

Hardcover

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