Digital Marketing
Global Strategies from the World's Leading Experts
Published on 28. February 2002
432 pages
978-0-471-00875-0 (ISBN)
Description
The 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.
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02/2001
Wiley
€47.00
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Persons
JERRY WIND is Lauder Professor of Marketing and Director of the SEICenter for Advanced Studies in Management at the Wharton School aswell as a marketing and business strategy consultant to suchcompanies as Edward Jones & Company, SEI Corporation, and BMS.He is on the boards of a number of dot-com startups. Wind is theauthor of over 200 articles and eighteen books, including DrivingChange: How the Best Companies Are Preparing for the 21stCentury.
VIJAY MAHAJAN is John P. Harbin Centennial Chair of Business at theCollege of Business Administration of the University of Texas atAustin, specializing in new product development and diffusion,forecasting, marketing strategy, and marketing researchmethodologies.
Content
FOUNDATIONS.
The Challenge of Digital Marketing (J. Wind and V. Mahajan).
The Digital Technological Environment (T. Ruefli, et al.).
Infrastructure for E-Business (R. Kohli).
Strategic Uncertainty and the Future of Electronic ConsumerInteraction: Developing Scenarios, Adapting Strategies (E. Clemonsand S. Bradley).
Economic Perspectives on Digital Marketing (A. Barua, etal.).
Digital Marketing and the Exchange of Knowledge (T. Davenport andS. Jarvenpaa).
CONSUMER BEHAVIOR AND MARKET RESEARCH.
Consumer Behavior in Digital Environments (U. Dholakia and R.Bagozzi).
The Internet Buyer (D. Reibstein).
Rethinking Market Research for the Digital World (R. Burke, etal.).
Data Mining Digital Customers (N. Levin and J. Zahavi).
IMPLEMENTATION.
Technology-Driven Demand: Implications for the Supply Chain (M.Fisher and D. Reibstein).
New Offering Realization in the Networked Digital Environment (S.Balasubramanian, et al.).
Digital Marketing Communication (J. Deighton and P. Barwise).
Pricing Opportunities in the Digital Age (H. Simon and H.Schumann).
Contributors.
Index.
