Digital Business: Concepts and Strategies, 2nd Edition

by Eloise Coupey

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Product Description
Integrating marketing theory with Internet reality, this book helps readers develop the skills necessary to understand and integrate Internet technology and characteristics into marketing strategy. It helps them recognize and understand the implications of the Internet not only as a marketplace, but also as a set of tools and opportunities for conducting a wide variety of marketing activities that do not involve product-related transactions (e.g., marketing research, customer service). Includes real-world examples. The Nature of the Internet Influence on the Marketing Environment. A Framework for Understanding Marketing and the Internet. Consumers and the Internet Environment. Marketers and the Internet Environment. Technology and the Internet Environment. Policymakers and the Internet Environment. Strategic Marketing Planning with the Internet. Marketing Research and the Internet. The Internet as Content: Digital and Physical Products. The Internet as Channel: Aspects of Distribution. The Internet as Communication: A Computer-Mediated Medium. Business-to-Business Marketing with the Internet. Managing the Internet: Decision Support Tools. For anyone doing business on the Internet.

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Average Customer Review: 5 out of 5 stars

6 of 9 people found the following review helpful:

5 out of 5 stars

Great New Internet Marketing Book, 2001-01-17
I recently purchased this book and have found it to be extremely helpful in understanding the intersection of marketing and the Internet. I am a computer engineer trying to better comprehend the world of business. This book provides both theoretical and practical insights that have been extremely useful. The book is very well written in a style that is accessible to an outsider, yet covers the topics in significant depth.

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