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ISBN: 0131400975Издательство: Prentice Hall
Год издания: 2004
Book Description Integrating marketing theory with Internet reality, this book helps readers develop the skills necessary to understand and integrate Internet technology and characteristics into marketing strategy. It helps them recognize and understand the implications of the Internet not only as a marketplace, but also as a set of tools and opportunities for conducting a wide variety of marketing activities that do not involve product-related transactions (e.g., marketing research, customer service). Includes real-world examples. The Nature of the Internet Influence on the Marketing Environment. A Framework for Understanding Marketing and the Internet. Consumers and the Internet Environment. Marketers and the Internet Environment. Technology and the Internet Environment. Policymakers and the Internet Environment. Strategic Marketing Planning with the Internet. Marketing Research and the Internet. The Internet as Content: Digital and...