e-Marketing : Applications of Information Technology and the Internet within Marketing

ISBN-13: 9780415677271 / Angielski / Twarda / 2011 / 256 str.

Cor Molenaar

Opis

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.

Spis treści

Introduction  Part 1: Developments of Marketing  Introduction: An Historical Outline  1. Marketing and Strategy  2. Marketing as Concept  3. Marketing as Activity  4. Marketing Instruments  5. Direct Marketing as a Form of Marketing  6. Marketing and Internet  Part 2: Impact of Information Technology on Marketing  Introduction: A Buyer's Prospective  7. The Development of Mechanization  8. The Development of Information Technology Within the Organization  9. Applications of Information Technology Within Marketing  Part 3: Impact of the Internet on Marketing  Introduction: From Support to Strategy  10. The Development of the Internet  11. The Breakthrough of the Internet  12. The Application of the Internet  Part 4: Internet Strategy  Introduction: The Customer in Power  13. Developing the Internet Strategy  14. Applications of the Internet  Part 5: Marketing Strategy in a Dynamic World  Introduction: Orientation of Businesses  15. Marketing Orientations as Competition Model  16. Application of the Marketing Orientations  17. Changes and Choices  18. New Developments in Marketing

O autorze

Cor Molenaar is Professor of e-Marketing and Distance Selling at Rotterdam School of Management (Erasmus University, The Netherlands) and is the founder and director of eXQuo Consultancy