 Digital Marketing: Global Strategies from the World's Leading Experts
ISBN: 978-0-471-36122-0
Paperback
432 pages
February 2001
US $39.95
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FOUNDATIONS.
The Challenge of Digital Marketing (J. Wind and V. Mahajan).
The Digital Technological Environment (T. Ruefli, et al.).
Infrastructure for E-Business (R. Kohli).
Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies (E. Clemons and S. Bradley).
Economic Perspectives on Digital Marketing (A. Barua, et al.).
Digital Marketing and the Exchange of Knowledge (T. Davenport and S. Jarvenpaa).
CONSUMER BEHAVIOR AND MARKET RESEARCH.
Consumer Behavior in Digital Environments (U. Dholakia and R. Bagozzi).
The Internet Buyer (D. Reibstein).
Rethinking Market Research for the Digital World (R. Burke, et al.).
Data Mining Digital Customers (N. Levin and J. Zahavi).
IMPLEMENTATION.
Technology-Driven Demand: Implications for the Supply Chain (M. Fisher and D. Reibstein).
New Offering Realization in the Networked Digital Environment (S. Balasubramanian, et al.).
Digital Marketing Communication (J. Deighton and P. Barwise).
Pricing Opportunities in the Digital Age (H. Simon and H. Schumann).
Contributors.
Index.
The Challenge of Digital Marketing (J. Wind and V. Mahajan).
The Digital Technological Environment (T. Ruefli, et al.).
Infrastructure for E-Business (R. Kohli).
Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies (E. Clemons and S. Bradley).
Economic Perspectives on Digital Marketing (A. Barua, et al.).
Digital Marketing and the Exchange of Knowledge (T. Davenport and S. Jarvenpaa).
CONSUMER BEHAVIOR AND MARKET RESEARCH.
Consumer Behavior in Digital Environments (U. Dholakia and R. Bagozzi).
The Internet Buyer (D. Reibstein).
Rethinking Market Research for the Digital World (R. Burke, et al.).
Data Mining Digital Customers (N. Levin and J. Zahavi).
IMPLEMENTATION.
Technology-Driven Demand: Implications for the Supply Chain (M. Fisher and D. Reibstein).
New Offering Realization in the Networked Digital Environment (S. Balasubramanian, et al.).
Digital Marketing Communication (J. Deighton and P. Barwise).
Pricing Opportunities in the Digital Age (H. Simon and H. Schumann).
Contributors.
Index.
