Wired Marketing: Energizing Business for e–Commerce

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 suppliers
Supplementary materials for lecturers adopting Wired Marketing can be found on the following web site http://www.wiley.co.uk/hardaker/

Spis treści:
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.

Nota biograficzna:
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.

< b>Okładka tylna:
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 suppliers
Supplementary materials for lecturers adopting Wired Marketing can be found on the following web site http://www.wiley.co.uk/hardaker/