DescriptionDigital Marketing: Global Strategies from the World's Leading Experts (Paperback) by Jerry Wind, Vijay Mahajan
• ISBN-10: 0471361224
• ISBN-13: 978-0471361220
• Product Dimensions: 23.7 x 16.5 x 3.5 cm
• Condition: New
The first in a series of books from Wharton′s prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e–commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.
From the Inside Flap
What will happen to pricing now that online consumers can choose their own prices and buyers and sellers can haggle independently in Internet auctions? Have brand names become less powerful as customers move closer to accessing real–time, highly competitive information? And how can companies shift from traditional broadcast communications to the interactivity of e–commerce–where information educates, entertains, and hopefully persuades the consumer?
Digital Marketing answers these questions and more, exploring the key issues and challenges that businesses operating in the changing global digital age must face. This book from The Wharton School′s SEI Center features the best thinking on digital marketing from leading experts at the nation′s top business schools including Wharton, Columbia, Harvard, Northwestern, University of Michigan, and MIT.
Under the authoritative guidance of marketing strategists Jerry Wind and Vijay Mahajan, this timely reference reveals revolutionary approaches for promoting and selling products and services–approaches specifically tailored for companies embracing digital technologies. Many of the contributors are consultants to major corporations around the world, so you′ll get a real–world understanding of what works, what doesn′t, and how to ensure your company′s long–term success in e–business.
Inside, you′ll find a wide range of strategies on topics such as:
∗ The shift from mass marketing to customization–the new "sense and respond" business model
∗ Data mining from online consumers–using the Internet as a valuable tool for finding out who your customers are
∗ Pricing in the digital environment
∗ The infrastructure of e–business
∗ Product positioning on the Internet–how to present your offerings as unique
∗ Keeping your company competitive on an international scale
Savvy marketing in today′s fast–paced world of e–business requires a great measure of flexibility and experimentation. That′s why the insightful, adaptable ideas in Digital Marketing make it essential reading for any executive, manager, or consultant charged with helping their company succeed in its online initiatives.
• Paperback: 432 pages
• Publisher: John Wiley & Sons (7 Feb 2001)
• Language English
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