Description
This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don't, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy.
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Helps students and marketers understand the world of Internet marketing. Develops a framework for understanding the forces driving the Internet revolution in marketing and business, and shows how its many new tools and challenges fit in with traditional marketing approaches. After examining the digital world, networks, and web business models, chapters cover online marketing themes including customer support, new product development, pricing and the online world, and e-commerce, and look at implementation and organization issues. The author is a lecturer at the Stanford Graduate School of Business. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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