Internet Marketing & E-Commerce

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Internet Marketing & E-Commerce

Format:  Hardcover,

642 pages

Publisher: Cengage Learning

Publish Date: Oct 2006

ISBN-13: 9780324074772

ISBN-10: 0324074778

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Book Information

The following content was provided by the publisher.
The second edition of Principles of Internet Marketing continues where the previous edition left off, emphasizing rigor not hype, illustrating leading practices by leading companies, showing how extensive use of research results to support conclusions, and finally pays close attention to what is unique about online marketing. The new edition continues to show how the Internet is creating value for customers and profits for companies, and most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy. Reflecting the lessons of the last few years, Principles of Internet Marketing looks at Internet marketing by traditional large companies, small business, and online startups.

Specifications

Author:
Publisher: Cengage Learning
Publish Date: Oct 2006
ISBN-13: 9780324074772
ISBN-10: 0324074778
Format: Hardcover
Number of Pages: 642
Shipping Weight (in pounds): 2.48
Product in Inches (L x W x H): 7.62 x 1.1 x 9.32

Chapter outline

Foundations
Introduction
A Digital World
Networks
Individuals Online
Essential Skills
Web Business Models
Online Branding
Usability, Credibility, Persuasion
Traffic Building
Personalization
Creating Commitment
Innovation and the Net
Pricing in an Online World
e-Commerce
Internet Retailing
Consumer Channels
B2B eCommerce
Online Research
Organizing for Online Marketing

Book description

The second edition of Principles of Internet Marketing continues where the previous edition left off, emphasizing rigor not hype, illustrating leading practices by leading companies, showing how extensive use of research results to support conclusions, and finally pays close attention to what is unique about online marketing. The new edition continues to show how the Internet is creating value for customers and profits for companies, and most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy. Reflecting the lessons of the last few years, Principles of Internet Marketing looks at Internet marketing by traditional large companies, small business, and online startups.

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