Internet marketing & e-commerce Ward A. Hanson & Kirthi Kalyanam.

By:

Hanson, Ward A

Contributor(s):

Kalyanam, Kirthi

Material type: Text

TextLanguage: English Publication details: South-Western : Cengae Learning , 2007.Edition: Student edDescription: xiii, 642 p. : col. ill ; 25 cmISBN:

97808131517123

Other title:

Internet marketing and e-commerce

Subject(s):

DDC classification:

22 658.872 HAN

Contents:

PART I: FOUNDATIONS. 1. Introduction. 2. A Digital World . 3. Networks. 4. Individuals Online. PART II: ESSENTIAL SKILLS. 5. Web Business Models. 6. Online Branding. 7. Usability, Credibility, Persuasion. 8. Traffic Building. 9. Personalization. 10. Creating Commitment . 11. Innovation and the Net. 12. Pricing in an Online World. PART III: e-COMMERCE. 13. Internet Retailing. 14. Consumer Channels. 15. B2B eCommerce. 16. Online Research. 17. Organizing for Online Marketing.

Summary: '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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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
General Books	CUTN Central Library Medicine, Technology & Management	Non-fiction	658.872 HAN (Browse shelf(Opens below))	Available		37307

'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.

Includes bibliographical references (p. [605]-622) and index

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