© 2012 – Routledge
238 pages | 82 B/W Illus.
Without a doubt, new technologies, and notably the Internet, have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. This doesn’t mean, however, that ‘old’ marketing tools are no longer relevant.
In this brand new textbook, Cor Molenaar summarizes classic concepts and current developments to create a new, integrated marketing model, in which all components are part of a customer-oriented approach. Molenaar highlights the influence of the application of IT and the Internet within marketing and reveals how this can affect the form, focus and business model of an organization.
Supplemented by practical examples throughout, e-Marketing is an essential read for all marketing and business administration students.
Introduction Part 1: Developments of Marketing Introduction: An Historical Outline 1. Marketing and Strategy 2. Marketing as Concept 3. Marketing as Activity 4. Marketing Instruments 5. Direct Marketing as a Form of Marketing 6. Marketing and Internet Part 2: Impact of Information Technology on Marketing Introduction: A Buyer's Prospective 7. The Development of Mechanization 8. The Development of Information Technology Within the Organization 9. Applications of Information Technology Within Marketing Part 3: Impact of the Internet on Marketing Introduction: From Support to Strategy 10. The Development of the Internet 11. The Breakthrough of the Internet 12. The Application of the Internet Part 4: Internet Strategy Introduction: The Customer in Power 13. Developing the Internet Strategy 14. Applications of the Internet Part 5: Marketing Strategy in a Dynamic World Introduction: Orientation of Businesses 15. Marketing Orientations as Competition Model 16. Application of the Marketing Orientations 17. Changes and Choices 18. New Developments in Marketing
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