Principles of Internet Marketing

Binding: hardcover

Number Of Pages: 487

Release Date: 08-09-1999

Details: Product Description
This textbook shows what makes the Internet new and different, which techniques work and which don't, and how the Internet is creating value for customers and profits for companies. Most importantly, it shows how Internet marketing fits into the rest of an organization's marketing strategy. Methodologically, the book uses marketing frameworks, case studies, industry participant insights, hands-on exercises, and extensive online support to create a comprehensive approach to this fast-changing area. The goal is to build on a fundamental knowledge of consumer and competitive behaviour in order to have a lasting appreciation of where this technological revolution is heading. The first section of the book creates the basic foundation of Net marketing. The second section of the book investigates the key new themes of the Net marketer. These are quality improvement and customer support, personalization, generating traffic, building community, real-time pricing, and the creation of new channels.
Review
A fun read that incorporates lots of great insights about the Internet and marketing. --
Ellen Siminoff, Vice President of Business Development, Yahoo!

After considering dozens of books, John Little and I chose only one book, Ward Hanson's, as the required text for our course on Electronic Commerce and Marketing. Hanson's combination of rigor and relevance make it a natural choice for any executive or student interested in truly mastering this new discipline. --
Prof. Erik Brynjolfsson, Co-Director, MIT Program on Electronic Commerce and Marketing, M.I.T. Sloan School

If there's one book you'll read on Internet marketing this year, this is it! Dr. Hanson captures the essence of the revolution unfolding in retail markets and how the Web has forever shifted the balance of power from traditional institutions to the individual consumer. --
Mark C. Thompson, Executive Producer of Schwab's website, the world's largest site in electronic commerce.

Ward Hanson provides the first systematic view of the profound changes in marketing brought about by the Internet. Anyone seeking to exploit the unique capabilities of electronic networking should read this book. --
John Hagel III, Author Net Gain and Net Worth, Principal-McKinsey & Company
About the Author
Stanford Graduate School of Business alumni lead a high percentage of the most successful companies on the Internet. Many of these innovators have taken or participated in the Internet marketing course first created by Professor Hanson during 1996, and taught repeatedly since then. This course forms the basis for this text. Professor Hanson is a core faculty member of the Stanford Computer Industry Project, a lecturer at the Stanford Graduate School of Business, and Director of the Stanford Internet Marketing Project. He has taught, researched, and published on Internet marketing, new product competition, technology marketing, product line pricing, and bundling strategies. He has also taught special seminars, industry forums, and executive education about business uses of the Internet in the U.S., Europe, and Asia. Prior to joining Stanford he was an assistant professor of Marketing and Business Economics at the University of Chicago Graduate School of Business and the Krannert Graduate School of Management at Purdue University. He has a Ph.D. in Economics from Stanford University and a Bachelor of Arts from the University of Wisconsin. Professor Hanson has served as a consultant, expert witness, and advisory board member to companies regarding Internet marketing, marketing strategy, pricing, and competitive strategy. When Internet time permits, he enjoys travel, golf, and cycling.