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Internet Marketing: With E-Commerce PowerWeb |  | Authors: Rafi Mohammed, Robert J. Fisher, Bernard Jaworski, Gordon Paddison
Publisher: McGraw Hill Higher Education
Category: Book
Buy New: $70.47
as of 3/20/2010 06:58 PDT details
New (5) Used (10) from $43.90
Seller: packofbooks
Rating:  2 reviews
Sales Rank: 1460693
Media: Paperback
Edition: 2nd
Pages: 768
Shipping Weight (lbs): 3
Dimensions (in): 9.9 x 8 x 1
ISBN: 0071232591
EAN: 9780071232593
ASIN: 0071232591
Publication Date: August 1, 2003
Availability: Usually ships in 1-2 business days
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Product Description
"Internet 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.
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| Customer Reviews:
 Relevant in 2002, but not in 2009 February 23, 2009
Robert L. Stinnett (Boonville, MO)
1 out of 1 found this review helpful
I'm sure this book was cutting edge for marketing in 2002, but in 2009 it missed the social media marketing revolution boat by several hundred miles. It does a good job of explaining basic marketing principles that apply both offline and on, but the focus of the book is e-marketing and some of the advice and theories it gives for online marketing are way off base.
For example, we know that segmenting and targeting by demographics is WRONG for online marketing. We also know that online communities aren't a "maybe" but a must in this connected world.
This book needs to be seriously updated to make it more in touch with what is going on in the 3rd generation of marketing. If you have to use it for a class I'd strongly suggest you challenge your professor to rethink their decision and point out the various shortcomings of the book.
Marketing is moving at the speed of light; and 2002 is ancient history.
 Internet marketing, Building Advantae in a networked economy December 18, 2008
Nina Derochemont (San Diego, CA)
I found this book to have all the essiential elements necessiary begin a database marketing compaign clearly explained. The marketing tools, e-commerce levers and platforms and diagrams were well illustrated. My only complaint is that the book was published 6 years ago, I wish the author had an updated pdf version, however it is a great starting point.
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