Internet marketing
著者
書誌事項
Internet marketing
Harcourt College Publishers, c2001
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This text examines the role of technology in the business world. Selections examine the radical role of electronic marketing, electronic commerce, and other information technology subjects that affect and change the role of marketing on a daily basis in the 21st century business place. Concepts and strategies of the "information age" are applied to specific business problems. Specific topics include information on how to align information technology with business strategy; marketing and data mining; developing products on-line; Internet pricing strategies; fixed pricing and e-commerce; advertising on the web; electronic ethics; on-line privacy; and rules for this new marketing practice.
目次
PART I. INFORMATION AGE AND MARKETING. New Rules for the New Economy, Kevin Kelly (1997). Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset, Rashi Glazer (1991). A New Marketing Paradigm for Electronic Commerce, Donna Hoffman and Thomas P. Novak (1997). Consumer Behavior in the Future, Jagdish N. Sheth and Rajendra S. Sisodia (1997). The Internet and International Marketing, John A. Quelch and Lisa R. Klein (1996) PART II. IMPLICATIONS FOR MARKETING. Exploring the Implications of the Internet for Consumer Marketing, Robert A. Peterson, Sridhar Balasubramanian, and Bart J. Bronnenberg. Do you See What I See? The Future of Virtual Shopping, Raymond R. Burke (1997) Data Mining in Marketing Parts I and II, Peter R. Peacock. PART III. IMPROVING MARKET PRODUCTIVITY IN THE INTERNET AGE. Feeling the Heat Parts I and II, Jagdish N. Sheth and Rajendra S. Sisodia III A. Product Innovation in the Internet Age. Developing Products on Internet Time, Marco Iansiti and Alan MacCormack (1997) III B. Reintermediation and Disintermediation in the Internet Age. Cybermediaries in Electronic Marketspace: Toward Theory Building, Mitrabarun Sarkar, Brian Butler, and Chris Steinfield (1998) III C. Pricing in the Internet Age. Price Strategy: Time to Choose Your Weapons, Robert G. Doctors (1997). E-Commerce: Good Bye to Fixed Pricing? How electronic commerce could create the most efficient market of them all, Amy E. Cortese and Marcia Stepanek (1998) III D. Advertising in the Internet Age. The Real Impact of Internet Advertising, Caroline Cartellieri, Andrew J. Parsons, Varsha Rao, and Micheal P. Zeisser (1997). Advertising on the Web: Is There Response Before Click-Through, Rex Briggs and Nigel Hollis (1997) III E. Sales and Customer Service in the Internet Age. The Changing Role of the Sales Force, David Cravens (1995). Technology?s Effect on Customer Service: Building Meaningful Relationships Through Dialogue, Jennifer Freedman and Ruby Sudoyo (1999) PART IV. ETHICAL, LEGAL AND SOCIETAL IMPACT. www.ethics.gov: Issues and Challenges Facing Public Mangers, Donald C. Menzel. Privacy in the Information Age: Stakeholders, Interests and Values, Lucas D. Introna and Athanasia Pouloudi. The Economy of Ideas: A Framework for Patents and Copyrights in the Digital Age, John Perry Barlow.
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