Marketing and the Internet

Marketing and the Internet

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Description

For courses in Marketing on the Internet/Electronic Marketing. Integrating marketing theory with Internet reality, this text helps students develop the skills necessary to understand and integrate Internet technology and characteristics into marketing strategy. It helps them recognize and understand the implications of the Internet not only as a marketplace, but also as a set of tools and opportunities.show more

Product details

  • Paperback | 520 pages
  • 180 x 234 x 24mm | 739.35g
  • Taylor & Francis Ltd
  • Pearson Education Limited
  • London, United Kingdom
  • English
  • 0130169757
  • 9780130169754

Table of contents

I. OVERVIEW OF THE INTERNET ENVIRONMENT FOR MARKETING. 1. Introduction to Marketing and the Internet. 2. The Nature of the Internet Influence on the Marketing Environment. 3. A Framework for Understanding Marketing and the Internet. II. EXCHANGE-BASED PERSPECTIVES IN THE INTERNET ENVIRONMENT. 4. Consumers and the Internet Environment. 5. Marketers and the Internet Environment. 6. Technology and the Internet Environment. 7. Policymakers and the Internet Environment. III. MARKETING ACTIVITY IN THE INTERNET ENVIRONMENT. 8. Strategic Marketing Planning with the Internet. 9. Marketing Research and the Internet. 10. The Internet as Content: Digital and Physical Products. 11. The Internet as Channel: Aspects of Distribution. 12. The Internet as Communication: A Computer-Mediated Medium. IV. ISSUES IN INTERNET MARKETING. 13. Business-to-Business Marketing with the Internet. 14. Managing the Internet: Decision Support Tools.show more

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