e-Marketing

Name: e-Marketing
Author: Cor (Erasmus University, the Netherlands) Molenaar

Applications of Information Technology and the Internet within Marketing

Specificaties

Gebonden, 252 blz. | Engels

Taylor & Francis | 1e druk, 2011

ISBN13: 9780415677271

Rubricering

Juridisch :

Taylor & Francis 1e druk, 2011 9780415677271

226,28

In winkelwagen

Verwachte levertijd ongeveer 11 werkdagen

Samenvatting

Without a doubt, new technologies, and notably the Internet, have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. This doesn’t mean, however, that ‘old’ marketing tools are no longer relevant.

In this brand new textbook, Cor Molenaar summarizes classic concepts and current developments to create a new, integrated marketing model, in which all components are part of a customer-oriented approach. Molenaar highlights the influence of the application of IT and the Internet within marketing and reveals how this can affect the form, focus and business model of an organization.

Supplemented by practical examples throughout, e-Marketing is an essential read for all marketing and business administration students.