03249nam 22006134a 450 991081307140332120230607224730.01-280-34095-997866103409580-471-00875-3(CKB)111004366685396(EBL)117489(OCoLC)48139584(SSID)ssj0000139110(PQKBManifestationID)11136692(PQKBTitleCode)TC0000139110(PQKBWorkID)10011234(PQKB)11670427(MiAaPQ)EBC117489(Au-PeEL)EBL117489(CaPaEBR)ebr10001754(CaONFJC)MIL34095(EXLCZ)9911100436668539620000405d2001 uy 0engur|n|---|||||txtccrDigital marketing[electronic resource] global strategies from the world's leading experts /Jerry Wind, Vijay MahajanNew York Wileyc20011 online resource (427 p.)Description based upon print version of record.0-471-36122-4 Includes bibliographical references and index.Digital Marketing; Contents; Part I Foundations; Chapter 1 The Challenge of Digital Marketing; Chapter 2 The Digital Technological Environment; Chapter 3 Infrastructure for E-Business; Chapter 4 Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies; Chapter 5 Economic Perspectives on Digital Marketing; Chapter 6 Digital Marketing and the Exchange of Knowledge; Part II Consumer Behavior and Market Research; Chapter 7 Consumer Behavior in Digital Environments; Chapter 8 The Internet BuyerChapter 9 Rethinking Market Research in the Digital WorldChapter 10 Data Mining Digital Customers; Part III Implementation; Chapter 11 Technology-Driven Demand: Implications for the Supply Chain; Chapter 12 New Offering Realization in the Networked Digital Environment; Chapter 13 Digital Marketing Communication; Chapter 14 Pricing Opportunities in the Digital Age; Contributors; IndexThe first in a series of books from Wharton's prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.Internet marketingConsumer behaviorElectronic commerceInternet marketing.Consumer behavior.Electronic commerce.658.8Wind Yoram107221Mahajan Vijay61778MiAaPQMiAaPQMiAaPQBOOK9910813071403321Digital marketing4070540UNINA