Description

Features

• The first text on Internet Marketing to provide a solid framework and conceptual foundation.

  • Allows students to see more than an example of success—it allows them to apply concepts.

• An overview of the unique marketing environment embodied in the Internet—While most marketing texts emphasize the perspectives and influences of consumers, marketers, and policy makers, this text also includes a discussion of the influence of technology on the nature of the interactions between the other three perspectives.

• The exchange relationships that exist within the Internet environment, from each of the key perspectives—Contrasts the nature of the relationships in traditional marketplaces, and the Internet marketplace.

  • Allows students to compare the similarities and differences between the two.

• The development of marketing strategy—Explores the implications of the Internet for traditional marketing activities, such as the formulation of a marketing mix, aspects of strategic market planning, and the conduct of marketing research.

• An in-depth examination of the Internet as a marketing tool—e.g., the impact of the Internet on business-to-business marketing processes; completing online transactions; the role of decision support tools, etc.

• Similarities to, or differences from, marketing in other environments—Described for all issues discusses.

  • Uses screen shots of Web pages throughout.

• Real-world examples—Of companies and organizations using the Internet to market goods or services.

  • Illustrates the key issues.

• Content Management review sections—At the end of each chapter.

  • Helps students determine how well they have mastered the skills and topics covered.

• List of suggested readings—At the end of each section.

  • Helps students explore specific topics in more depth.

• Net Knowledge section—In each chapter.

  • Provides in-depth information about a particular issue or application for digital business.

• Bits & Bytes —This feature presents statistics and pertinent information for digital business.

  • Helps make the acquisition of the necessary skills to keep abreast of changes in the digital environment more manageable.

• Web Applications —Hands-on exercises.

  • Designed to walk students through the mechanics of applying different concepts.

• Learning Links —URLs, organized by topic.

  • Illustrate real-world applications of concepts in each chapter.

Table of Contents



 1. Business and the Internet.


 2. A Framework for Digital Business.


 3. How Does the Internet Affect Buyer Behavior.


 4. How Does the Internet Affect Businesses.


 5. Technology and the Digital Marketplace.


 6. Policy and the Digital Marketplace.


 7. The Evolution of Digital Business.


 8. Strategic Planning for Digital Business.


 9. Developing Business Intelligence with Online Research.


10. Digital Content and Business Activity.


11. Digital Channels and Business Activity.


12. Digital Communications and Business Activity.


13. Digital Business to Business.


14. Focus on the Future: Relationship Management for Digital Business.

Courses

Management and E-Business  [CORE TEXTS]   (Management)
Marketing on the Internet  [CORE TEXTS]   (Marketing)

Backcover Copy

As businesses adapt to the realities of the digital world and build on the hard-won insights of the digital business pioneers, increasing importance is placed on the need to understand how traditional concepts of business strategy and implementation are influenced by the Internet, and to identify the novel aspects of business that are made possible by the Internet. That is why this book was written.

• How do you succeed in the digital business environment?
• How do you make the transition from offline to online?
• What aspects of your business will be affected, and how should you manage them?

Digital Business: Concepts and Strategies, Second Edition. will help you develop the skills necessary to understand and integrate Internet technology and characteristics into business activity for attaining strategic objectives.

Downloadable Instructor Resources

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Online Instructor's Resources, 2/E
Coupey
©2005  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0131400983  |  ISBN-13: 9780131400986
URL: http://www.prenhall.com/coupey

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eHRM: An Internet Guide to Human Resource Management
Gowan
©2001  |  Prentice Hall  |  Paper; 49 pp  |  Instock
ISBN-10: 0130912832  |  ISBN-13: 9780130912831
Suggested retail price:  $35.00    Buy from myPearsonStoreNet price: $35.00  (What's this?)More Info

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