Description
Book SynopsisWired Marketing provides a unique mix of strategic and technical knowledge designed primarily for students on marketing--related courses. It focuses on the Internet as a marketing tool in the context of rapidly changing business and consumer markets, including the emergence of eCommerce on the World Wide Web.
Table of ContentsPreface.
Foreword.
Acknowledgements.
MARKETING TRANSFORMATION ON THE INTERNET.
Introduction to Internet Marketing.
Business Models for Interactive Marketing.
Online Resources for Internet Marketing Technologies.
INTERACTIVE MARKETING AND THE MARKETING PROCESS.
Marketing Communications on the Internet.
The Internet Customer and Relationship Marketing.
New Buyer Behaviour Directions Through Virtual Communities.
MANAGING YOUR CUSTOMER THROUGH E-COMMERCE.
Supply Chain Management for Internet Commerce.
Consumer On-Line Payment Solutions for e-Commerce.
Privacy and Security Issues for e-Commerce.
Marketing Ethics on the Internet.
INTERNET TOOLS FOR WIRED MARKETING.
Advanced Web Technology for Interactive Marketing.
Strategic Internet Marketing Planning.
Glossary.
Subject Index.
