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Internet marketing : readings and online resources
- 作者： Richardson, Paul 1962-
- 其他題名：
- The McGraw-Hill/Irwin series in marketing
- 出版： New York : McGraw-Hill/Irwin
- 叢書名： McGraw-Hill/Irwin series in marketing
- 主題： Internet marketing
- ISBN： 0072427930 (pbk.): NT$730
- 資料類型: 圖書
- 內容註: Includes bibliographical references (p. 347-350) and indexes
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讀者標籤：
- 系統號： 005233026 | 機讀編目格式
館藏資訊
Internet Marketing: Readings and Online Resources provides students with an introduction to internet marketing and the informative foundation they need to maneuver through the world of "interactive marketing". This term describes how marketers are using the Internet to decrease transaction costs, improve brand image, enhance customer relations, and create entirely new distribution channels for products and services. Richardson mixes a collection of current readings to introduce the student to fundamental concepts of internet marketing organized in a traditional principles of marketing approach. Traditional marketing concepts are still valid; what changes in the internet environment are the applications.
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