Internet Marketing: Building Advantage in a Networked Economy
Mohammed, Fisher, Jaworski, Cahili
- 出版商: McGraw-Hill Education
- 出版日期: 2001-08-01
- 售價: $931
- 語言: 英文
- 頁數: 767
- 裝訂: Paperback
- ISBN: 0071124942
- ISBN-13: 9780071124942
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相關分類:
行銷/網路行銷 Marketing
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商品描述
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 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.
商品描述(中文翻譯)
針對高年級本科生、MBA 及高階 MBA 課程,專注於網路行銷策略及其實施。本書提供了一個「經過實地驗證」的框架,幫助學生和從業者理解如何思考和實施有效的網路行銷計畫。重點在於利用行銷槓桿來調整消費者與網站的互動強度,透過四個階段建立與客戶的關係;從認知、探索/擴展、承諾,甚至可能到解散。這個以客戶為中心的四階段框架向讀者展示如何利用網路與客戶建立強烈且有利可圖的關係。除了全面討論行銷人員可以用來建立關係的關鍵槓桿外,作者還專注於網路對行銷帶來的兩個主要力量——個體性和互動性——詳細說明這些力量如何影響關鍵行銷槓桿,以及如何利用這些力量來創造與客戶之間的強烈關係。