Digital Marketing Strategy Text and Cases

ISBN-10: 0131831771
ISBN-13: 9780131831773
Edition: 2004
Authors: Glen Urban
List price: $194.00 Buy it from $18.19
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Description: For advanced courses in Strategic Marketing, Marketing on the Internet, and Customer Relationship Management. The Internet and digital technology have changed how marketing is done. While the underlying principles of marketing remain the same,  More...

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Book details

List price: $194.00
Copyright year: 2004
Publisher: Prentice Hall PTR
Publication date: 7/29/2003
Binding: Paperback
Pages: 216
Size: 7.00" wide x 9.25" long x 0.50" tall
Weight: 1.232
Language: English

For advanced courses in Strategic Marketing, Marketing on the Internet, and Customer Relationship Management. The Internet and digital technology have changed how marketing is done. While the underlying principles of marketing remain the same, digital technologies provide new ways to improve the efficiency and effectiveness of strategic marketing activities. Digital Marketing Strategy: Text and Cases teaches new tools that make marketing more productive and emphasizes the usefulness of fundamental marketing theories in developing a response to the threats and opportunities created by the Internet.

Introduction
Introduction
Case: Mothernature.com
Understand Customer Needs And Behavior
Understand Customer Needs and Behavior
Case: Dell
Formulate A Strategy To Fill Needs
Formulate a Strategy to Fill Needs
Case: Insite
Segmentation and Positioning
Case: Terra Lycos
Implement Effectively And Efficiently
New Products
Case: MarketSoft
Communication and Selling
Case: OSRAM Sylvania
Distribution and Pricing
Case: Logistics.com
Building Trusting Relationship With Customers
Build Trusting Relationship with Customers
Case: Travelocity
Future Of Digital Marketing
Future of Digital Marketing
Case: Citibank Online

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