Internet Marketing

Name: Internet Marketing
Availability: OutOfStock
ISBN: 9780072510225

ISBN-10: 0072510226

ISBN-13: 9780072510225

Edition: 2002

Authors: Mohammed Rafi

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Description:

Upper-level undergraduate, MBA, and Executive MBA courses focussed on Internet marketing strategy and implementation. This text 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…