Ulteriori informazioni
Informationen zum Autor GLENN HARDAKER is Principal Lecturer in e-Learning Innovation at the University of Huddersfield.GARY GRAHAM is Lecturer in Marketing at the University of Salford. Klappentext Wired Marketing provides a unique mix of strategic and technical knowledge for students on marketing-related courses and professionals working in the field of Internet marketing. It focuses on the Internet as a marketing tool in the context of rapidly changing business and consumer markets, including the emergence of e-Commerce on the World Wide Web. The text is based around four main themes: marketing transformation, interactive marketing processes, the e-Commerce customer, and marketing Internet tools.* Numerous examples and case applications are included which illustrate issues discussed by the authors* Explains how the Internet is creating a new form of value between customers and suppliersSupplementary materials for lecturers adopting Wired Marketing can be found on the following web site http://www.wiley.co.uk/hardaker/ Zusammenfassung Die jüngsten Ereignisse im Internethandel haben deutlich gemacht, dass nur die robustesten und diszipliniertesten Unternehmen den hier herrschenden Marktkräften gewachsen sind. "Wired Marketing" - Dieses Buch wurde in erster Linie für Marketing-Kurse konzipiert und bietet eine einzigartige Mischung aus strategischem und technischem Wissen. Es widmet sich dem kritischen Schnittpunkt von Marketing und Technologie sowie dem menschlichen Faktor im Marketing, d.h. dem Beziehungsaufbau und der Bildung von Communities im Internet. Inhaltsverzeichnis Preface.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....
