1st Edition
e-Marketing Applications of Information Technology and the Internet within Marketing
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
Biography
Cor Molenaar is Professor of e-Marketing and Distance Selling at Rotterdam School of Management (Erasmus University, The Netherlands) and is the founder and director of eXQuo Consultancy
