Digital marketing strategy : text and cases

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Bibliographic Information

Digital marketing strategy : text and cases

Glen L. Urban

Pearson Prentice Hall, c2004

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Includes bibliographical references and index

Description and Table of Contents

Description

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.

Table of Contents

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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