Principles of Internet Marketing

Ward Hanson

ISBN 10: 0538875739 / ISBN 13: 9780538875738

Published by Cengage Learning, Inc, 1999

About this Item

This textbook shows what makes the Internet new and different, which techniques work and which don't, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet marketing fits into the rest of an organization's marketing strategy. Methodologically, the book uses marketing frameworks, case studies, industry participant insights, hands-on exercises, and extensive online support to create a comprehensive approach to this fast-changing area. The goal is to build on a fundamental knowledge of consumer and competitive behaviour in order to have a lasting appreciation of where this technological revolution is heading. The first section of the book creates the basic foundation of Net marketing. The second section of the book investigates the key new themes of the Net marketer. These are quality improvement and customer support, personalization, generating traffic, building community, real-time pricing, and the creation of new channels.

Seller Inventory # CIN0538875739G

Bibliographic Details

• Title: Principles of Internet Marketing
• Publisher: Cengage Learning, Inc
• Publication Date: 1999
• Language: English
• ISBN 10: 0538875739
• ISBN 13: 9780538875738
• Binding: Hardback
• Condition: Good

About this title

Synopsis

This pioneering textbook lays the foundation for using the most exciting marketing medium in decades. It shows what makes the Internet new and different, what techniques work and which don t, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet Marketing fits into the rest of an organization s marketing strategy.

About the Author

Stanford Graduate School of Business alumni lead a high percentage of the most successful companies on the Internet. Many of these innovators have taken or participated in the Internet marketing course first created by Professor Hanson during 1996, and taught repeatedly since then. This course forms the basis for this text. Professor Hanson is a core faculty member of the Stanford Computer Industry Project, a lecturer at the Stanford Graduate School of Business, and Director of the Stanford Internet Marketing Project. He has taught, researched, and published on Internet marketing, new product competition, technology marketing, product line pricing, and bundling strategies. He has also taught special seminars, industry forums, and executive education about business uses of the Internet in the U.S., Europe, and Asia. Prior to joining Stanford he was an assistant professor of Marketing and Business Economics at the University of Chicago Graduate School of Business and the Krannert Graduate School of Management at Purdue University. He has a Ph.D. in Economics from Stanford University and a Bachelor of Arts from the University of Wisconsin. Professor Hanson has served as a consultant, expert witness, and advisory board member to companies regarding Internet marketing, marketing strategy, pricing, and competitive strategy. When Internet time permits, he enjoys travel, golf, and cycling.