Internet Marketing Building Advantage in the Networked Economy

• Main Authors: Mohammed, Rafi (Author), Fisher Robert J (Author), Jaworski, Bernard J. (Author), Paddison, Gordon (Author)
• Format: Book
• Language: English
• Published: Boston McGraw-Hill/Irwin 2004
• Edition: Second Edition
• Subjects: Internet marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xxxi, 743 pages illustrations 26 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9780072538427; 0072538422

Presents a framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. This book focuses on using marketing levers to vary the level of intensity that the consumer has, to build a relationship with the customer through awareness, exploration/expansion, commitment, and dissolution