Title:
Internet marketing : readings and online resources
Author:
Richardson, Paul, 1962-
ISBN:
9780072427936
9780071188098
Publication Information:
New York : McGraw-Hill/Irwin, ©2001.
Physical Description:
xii, 350 pages : illustrations ; 24 cm.
Series:
The McGraw-Hill/Irwin series in marketing
McGraw-Hill/Irwin series in marketing.
Contents:
Introduction to Internet marketing -- Conceptual foundations of Internet marketing -- Business-to-consumer Internet marketing -- Shopping agents and consumer behavior -- Internet marketing communications -- Interactivity and community -- Business-to-business Internet marketing -- Internet marketing research -- The Internet and international marketing -- The Internet and public policy -- The Internet and information economics.
Abstract:
Internet Marketing: Readings and Online Resources provides students with an introduction to internet marketing and the informative foundation they need to maneuver through the world of "interactive marketing". This term describes how marketers are using the Internet to decrease transaction costs, improve brand image, enhance customer relations, and create entirely new distribution channels for products and services. Richardson mixes a collection of current readings to introduce the student to fundamental concepts of internet marketing organized in a traditional principles of marketing approach. Traditional marketing concepts are still valid; what changes in the internet environment are the applications.
Added Author:
Electronic Access:
Table of contents http://catdir.loc.gov/catdir/toc/mh021/00056868.htmlPublisher description http://catdir.loc.gov/catdir/description/mh021/00056868.html