Description
MC GRAW HILL Internet Marketing by RICHARDSON
This text describes how marketers are using the Internet to decrease transaction costs, improve brand image, enhance customer relations, and create entirely new distribution channels for products and services. Richardson mixes a collection of current readings to introduce the student to fundamental concepts of internet marketing organized in a traditional principles of marketing approach. Traditional marketing concepts are still valid; what changes in the internet environment are the applications. Internet Marketing: Readings and Online Resources, 1st edition1. Introduction To Internet MarketingThe Original WWW:Web Lessons From The Early Days Of Radio: Ward HansonAbout the Nature And Future of Interactive Marketing:Stephan H. HaeckalHow Leading Edge Companies Are Marketing, Selling, and Fulfilling Over The Internet: Chad Quinn2.Conceptual Foundations of Internet MarketingMarketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations, Donna L Hoffman and Thomas P. NovakWelcome To My Parlor: Bruce H. ClarkA Multivariate Analysis of Web Usage: Pradeep K. Korgaonkar and Lori D. Wolin3.Business-to-Consumer Internet MarketingInteractive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces: Joseph Alba,John Lynch,Barton Weitz,Chris Janiszewski,Richard Lutz,Alan Sawyer,and Stacy WoodThe Internet Shopper:Naveen Donthu and Adriana Garcia4. Shopping Agents & Consumer BehaviorSmart Commerce:The Future of Intelligent Agents in Cyberspace:Pattie MaesAn Internet Culture?: Implications For Marketing:Stef Nicovich and T.Bettina CornwellAn Investigation of Gender Differences In On-Line Privacy Concerns And Resultant Behaviors:Kim Bartel Sheeha5. Internet Marketing CommunicationsAttitude toward the Site:Qimei Chen and William D. WellsThe Expanded ARF Model: Bridge to the Accountable Advertising Future:Bill HarveyAdvertising on the Web: Is There Response Before Click-Through?:Rex Briggs and Nigel HollisIs Internet Advertising Ready for Prime Time?:Xavier Dreze and Fred Zufryden6. Interactivity & CommunityInteractive Functions and their Impacts on the Appeal of Internet Presence Sites:Sanjoy Ghose and Wenyu DouNet Gain: Expanding Markets Through Virtual Communities: John Hagel7 . Business-to-Business Internet MarketingLet's Get Vertical: Mohanbir Sawheney and Steven Kaplan 8 . Internet Marketing ResearchThe Impact of the Internet on Data Collection:Rick Weible and John Wallace9. The Internet & International Marketing The Internet And International Marketing: Is There A Fit?:Saeed Samiee10. The Internet & Public PolicyInteractive Marketing and the Law: The Future Rise of Unfairness:Ross D. PettyTrust and Concern in Consumers' Perceptions of Marketing Information Management Practices:George R. Miline and Maria-Eugenia Boza11. The Internet & Information EconomicsVersioning: The Smart Way To Sell Information:Carl Shapiro and Hal R. Varian