000			03277cam a22003614i 4500
999			_c3159 _d3159
001			13000357
003			OSt
005			20180724153606.0
008			021113s2004 mau b 001 0 eng
020			_a0072538422 (alk. paper)
020			_a0071232591
020			_a9780071232593
040			_aDLC _erda _cDLC _dDLC _beng
082	0	0	_a658.84 _221 _bI
245	0	0	_aInternet marketing : _bbuilding advantage in the networked economy / _cRafi A. Mohammed ... [and others]
250			_a2nd ed.
264		1	_aBoston : _bMcGraw-Hill/Irwin MarketspaceU, _c[2004]
264		4	_cc2004
300			_axxxi, 743 pages : _billustrations ; _c27 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aChapter 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
520			_aInternet 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.
650		0	_aInternet marketing. _912682
700	1		_aMohammed, Rafi. _912683
856	4	1	_3Table of contents only _uhttp://www.loc.gov/catdir/enhancements/fy0643/2002043195-t.html
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy0665/2002043195-d.html
906			_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg
942			_2ddc _cBK