Virtual Marketing: New rules and challenges in the networked marketplace - Softcover

Constantinides, Efthymios

Softcover

ISBN 10: 3639172248 ISBN 13: 9783639172249

Verlag: VDM Verlag, 2009

Über diesen Titel

Reseña del editor:

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

Biografía del autor:

Born in Athens, studied Economics and received his PhD on E- Marketing at the University of Twente(NL) After a corporate career of ten years he worked 10 years as senior lecturer Marketing and since 2001 works as Assistant Professor E-Commerce at the University of Twente(NL). Research interests: Online Strategy,E-Marketing,Social Media.

Über diese Auflage

• Verlag: VDM Verlag
• Erscheinungsdatum: 2009
• ISBN 10: 3639172248
• ISBN 13: 9783639172249
• Einband: Tapa blanda
• Anzahl der Seiten: 172