Digital Marketing : Global Strategies from the World's Leading Experts.
Title:
Digital Marketing : Global Strategies from the World's Leading Experts.
Author:
Wind, Yoram (Jerry).
ISBN:
9780471008750
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (427 pages)
Contents:
Digital Marketing -- Contents -- Part I Foundations -- Chapter 1 The Challenge of Digital Marketing -- Chapter 2 The Digital Technological Environment -- Chapter 3 Infrastructure for E-Business -- Chapter 4 Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies -- Chapter 5 Economic Perspectives on Digital Marketing -- Chapter 6 Digital Marketing and the Exchange of Knowledge -- Part II Consumer Behavior and Market Research -- Chapter 7 Consumer Behavior in Digital Environments -- Chapter 8 The Internet Buyer -- Chapter 9 Rethinking Market Research in the Digital World -- Chapter 10 Data Mining Digital Customers -- Part III Implementation -- Chapter 11 Technology-Driven Demand: Implications for the Supply Chain -- Chapter 12 New Offering Realization in the Networked Digital Environment -- Chapter 13 Digital Marketing Communication -- Chapter 14 Pricing Opportunities in the Digital Age -- Contributors -- Index.
Abstract:
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.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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