Internet Marketing

Building Advantage in a Networked Economy

Rafi A. Mohammed, Robert J. Fisher, Bernard J. Jaworski, Aileen M. Cahill

726 pages, parution le 14/02/2002

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Résumé

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.

Features

Customer-centric framework focuses on using marketing levers to create intense and profitable relationships with customers.
An Integrated Framework chapter (12) details exactly what levers should be used to advance customers through varying intensity relationship levels.
The eMarketing Plan (chapter 16) discusses which marketing tools and levers are best suited to achieve the desired outcomes and how tactical elements need to work in concert to maximize market impact.
Authors use their insider relationships with companies like eBay, William Morris Agency, and New Line Cinema to provide on-going examples supported by video interviews and analysis by these and other leaders in the Internet community.
eMarketing Suite Software by KMT, a commercially produced eMarketing Planning and Metrics software tool on CD-ROM is packaged with the textbook. This innovative software employs the framework developed by Monitor Marketspace and can be used to create professional quality planning documents and presentations.
Integration of Marketing Program (ch14) discusses which marketing tools and levers are best suited to achieve the desired outcomes and how tactical elements need to work in concert to maximize market impact.
Design of the Marketing Program (ch15 ) gives an in-depth look at the integrated online/offline marketing plan employed by New Line Cinema to promote Austin Powers:
The Spy Who Shagged Me.

Contents

1. Introduction to Internet Marketing

Part 1: Corporate and Business Unit-Strategy

2. Corporate and Business-Unit Strategy

Part 2: Analyzing the Market Opportunity

3. Framing the Market Opportunity
4. Marketing Research

Part 3: Marketing Strategy

5. Marketing Strategy in Internet Marketing

Part 4: The Design of the Customer Experience

6. Customer Experience

Part 5: The Design of the Marketing Program

7. Customer Relationships
8. Product
9. Pricing
10.Communication
11.Community
12.Distribution
13.Branding
14.Designing the MarketSpace Matrix
15.Design of the Marketing Program: Austin Powers: The Spy Who Shagged Me

Part 6: Building the Customer Interface

16.Customer Interface

Part 7: Evaluating the Marketing Program

17. Customer Metric

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Rafi A. Mohammed, Robert J. Fisher, Bernard J. Jaworski, Aileen M. Cahill
Parution	14/02/2002
Nb. de pages	726
Format	20,3 x 25,3
Couverture	Broché
Poids	1152g
Intérieur	Noir et Blanc
EAN13	9780071124942