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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.
ASIN : 0071188096
Publisher : McGraw-Hill Education (16 December 2000)
Language : English
Paperback : 368 pages
ISBN-10 : 9780071188098
ISBN-13 : 978-0071188098
Item Weight : 590 g