Book Specs
Binding
Trade Paper
Publisher
McGraw-Hill Europe
Published on
Aug 1, 2003
Edition
2nd Edition
Dimensions
8.00x1.20x10.00 Inches
Weight
3.20 Pounds
About the Book
This text presents a road-tested framework to help students and practitioners understand how to think about and implement effective Internet marketing programmes. 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. 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 they can be leveraged to create intense relationships with customers.