Product Description
Internet Marketing: Building Advantage in a Networked Economy, 2e presents a “road-tested” framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. The focus is on using marketing levers to vary the level of intensity that the consumer has with a Website to build a relationship with the customer through four stages: from Awareness, to Exploration/Expansion, to Commitment, and possibly through… More >>

Internet Marketing: Building Advantage in a Networked Economy

2 thoughts on “Internet Marketing: Building Advantage in a Networked Economy”

  1. I’m sure this book was cutting edge for marketing in 2002, but in 2009 it missed the social media marketing revolution boat by several hundred miles. It does a good job of explaining basic marketing principles that apply both offline and on, but the focus of the book is e-marketing and some of the advice and theories it gives for online marketing are way off base.

    For example, we know that segmenting and targeting by demographics is WRONG for online marketing. We also know that online communities aren’t a “maybe” but a must in this connected world.

    This book needs to be seriously updated to make it more in touch with what is going on in the 3rd generation of marketing. If you have to use it for a class I’d strongly suggest you challenge your professor to rethink their decision and point out the various shortcomings of the book.

    Marketing is moving at the speed of light; and 2002 is ancient history.

    Rating: 2 / 5

  2. I found this book to have all the essiential elements necessiary begin a database marketing compaign clearly explained. The marketing tools, e-commerce levers and platforms and diagrams were well illustrated. My only complaint is that the book was published 6 years ago, I wish the author had an updated pdf version, however it is a great starting point.
    Rating: 4 / 5

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