Digital Marketing - Global Strategies From the World''s Leading Experts

The first in a series of books from Wharton's SEI Centre, managed by Professor Jerry Wind, this book focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally.

List of contents

FOUNDATIONS.
 
The Challenge of Digital Marketing (J. Wind and V. Mahajan).
 
The Digital Technological Environment (T. Ruefli, et al.).
 
Infrastructure for E-Business (R. Kohli).
 
Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies (E. Clemons and S. Bradley).
 
Economic Perspectives on Digital Marketing (A. Barua, et al.).
 
Digital Marketing and the Exchange of Knowledge (T. Davenport and S. Jarvenpaa).
 
CONSUMER BEHAVIOR AND MARKET RESEARCH.
 
Consumer Behavior in Digital Environments (U. Dholakia and R. Bagozzi).
 
The Internet Buyer (D. Reibstein).
 
Rethinking Market Research for the Digital World (R. Burke, et al.).
 
Data Mining Digital Customers (N. Levin and J. Zahavi).
 
IMPLEMENTATION.
 
Technology-Driven Demand: Implications for the Supply Chain (M. Fisher and D. Reibstein).
 
New Offering Realization in the Networked Digital Environment (S. Balasubramanian, et al.).
 
Digital Marketing Communication (J. Deighton and P. Barwise).
 
Pricing Opportunities in the Digital Age (H. Simon and H. Schumann).
 
Contributors.
 
Index.

Product details

• Authors: Vijay Mahajan, Mahajan Vijay, Wind, J Wind, Jerry Wind, Jerry Mahajan Wind, Yoram (Jerry) Wind, Yoram (Jerry) Mahajan Wind, Yoram J Wind, Yoram J. Wind
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 07.02.2001
• EAN: 9780471361220
• ISBN: 978-0-471-36122-0
• No. of pages: 432
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Verbraucherverhalten, BUSINESS & ECONOMICS / E-Commerce / General, COMPUTERS / Computer Science, COMPUTERS / Networking / General, Business & management, Electronic Commerce, Sales and marketing, Wirtschaft u. Management, Wirtschaft / Werbung, Marketing, Unternehmenstechnologie, Business Technology, Internet guides and online services, Computer networking and communications