Digital marketing strategy : text and cases

著者

• Urban, Glen L.

書誌事項

Digital marketing strategy : text and cases

Glen L. Urban

Pearson Prentice Hall, c2004

注記

Includes bibliographical references and index

内容説明・目次

内容説明

For advanced courses in Strategic Marketing, Marketing on the Internet, and Customer Relationship Management. The Internet and digital technology have changed how marketing is done. While the underlying principles of marketing remain the same, digital technologies provide new ways to improve the efficiency and effectiveness of strategic marketing activities. Digital Marketing Strategy: Text and Cases teaches new tools that make marketing more productive and emphasizes the usefulness of fundamental marketing theories in developing a response to the threats and opportunities created by the Internet.

目次

I. INTRODUCTION. 1. Introduction. 2. CASE: Mothernature.com. II. UNDERSTAND CUSTOMER NEEDS AND BEHAVIOR. 3. Understand Customer Needs and Behavior. 4. CASE: Dell. III. FORMULATE A STRATEGY TO FILL NEEDS. 5. Formulate a Strategy to Fill Needs. 6. CASE: Insite. 7. Segmentation and Positioning. 8. CASE: Terra Lycos. IV. IMPLEMENT EFFECTIVELY AND EFFICIENTLY. 9. New Products. 10. CASE: MarketSoft. 11. Communication and Selling. 12. CASE: OSRAM Sylvania. 13. Distribution and Pricing. 14. CASE: Logistics.com. V. BUILDING TRUSTING RELATIONSHIP WITH CUSTOMERS. 15. Build Trusting Relationships with Customers. 16. CASE: Travelocity. VI. FUTURE OF DIGITAL MARKETING. 17. Future of Digital Marketing. 18. CASE: Citibank Online.

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詳細情報

• NII書誌ID(NCID): BA69488816
• ISBN:
  • 0131831771
• LCCN: 2003048729
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Upper Saddle River, N.J.
• ページ数/冊数: xvii, 195 p.
• 大きさ: 25 cm
• 分類:
  • LCC : HF5415.13
  • DC21 : 658.8/4
• 件名:
  • LCSH : Marketing -- Management
  • LCSH : Electronic commerce -- Management
  • LCSH : Internet marketing
  • LCSH : Consumer behavior
  • LCSH : Strategic planning