LEADER 03249nam 22006134a 450 001 9910813071403321 005 20230607224730.0 010 $a1-280-34095-9 010 $a9786610340958 010 $a0-471-00875-3 035 $a(CKB)111004366685396 035 $a(EBL)117489 035 $a(OCoLC)48139584 035 $a(SSID)ssj0000139110 035 $a(PQKBManifestationID)11136692 035 $a(PQKBTitleCode)TC0000139110 035 $a(PQKBWorkID)10011234 035 $a(PQKB)11670427 035 $a(MiAaPQ)EBC117489 035 $a(Au-PeEL)EBL117489 035 $a(CaPaEBR)ebr10001754 035 $a(CaONFJC)MIL34095 035 $a(EXLCZ)99111004366685396 100 $a20000405d2001 uy 0 101 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 $aElectronic commerce 615 0$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 $a9910813071403321 996 $aDigital marketing$94070540 997 $aUNINA