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010   $a9786610340958
010   $a0-471-00875-3
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101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aDigital marketing$b[electronic resource] $eglobal strategies from the world's leading experts /$fJerry Wind, Vijay Mahajan
210   $aNew York $cWiley$dc2001
215   $a1 online resource (427 p.)
300   $aDescription based upon print version of record.
311   $a0-471-36122-4 
320   $aIncludes bibliographical references and index.
327   $aDigital 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 Buyer
327   $aChapter 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; Index
330   $aThe 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.
606   $aInternet marketing
606   $aConsumer behavior
606   $aElectronic commerce
608   $aElectronic books.
615  0$aInternet marketing.
615  0$aConsumer behavior.
615  0$aElectronic commerce.
676   $a658.8
700   $aWind$b Yoram$0107221
701   $aMahajan$b Vijay$061778
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910454987903321
996   $aDigital marketing$92222086
997   $aUNINA