Bookcover of Virtual Marketing
Booktitle:

Virtual Marketing

New rules and challenges in the networked marketplace

VDM Verlag Dr. Müller (2009-06-26 )

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ISBN-13:

978-3-639-17224-9

ISBN-10:
3639172248
EAN:
9783639172249
Book language:
English
Blurb/Shorttext:
The book emphasizes the fact that while deep-seated and time-honored business laws are always valid, survival and success in the virtual commercial environment requires to take some distance from the established, customary patterns of management thought and behavior. Proactive managerial attitude is essential considering the exceptional nature of the technologies, actors and environmental conditions defining online commerce. The book explains the essentials of the online marketing and challenges the traditional marketing management approach based on the Marketing Mix 4P framework as basis of E-Marketing. Proposes an alternative approach based on the 4S Web Marketing Mix concept combining Strategic, Operational, Organizational and Technological elements as basis for a successful online strategy. Addresses the issue of online strategy identifying the strategic approaches of successful online organizations. Finally the book identifies the operational principles of the online marketing namely the elements of the customer online experiences and presents empirical findings as to their importance
Publishing house:
VDM Verlag Dr. Müller
Website:
http://www.vdm-verlag.de
By (author) :
Efthymios Constantinides
Number of pages:
176
Published on:
2009-06-26
Stock:
Available
Category:
Advertisement, marketing
Price:
68.00 €
Keywords:
online marketing, E-Commerce, Internet Marketing, Online Strategy, E-Marketing, Web Marketing, Web Marketing

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