Hanson (Stanford Institute for Economic Policy Research, Stanford U.) and Kalyanam (internet retailing, Santa Clara U.) present a textbook that provides a foundation for understanding how and why the internet is changing business and marketing. They explain internet marketing and associated business models, the skills an internet marketer needs, and online commerce. Some of the information is drawn from Hanson's previous book Principles of Internet Marketing. This volume contains expanded treatment of e-commerce, including consumer retailing, manufacturer direct sales, business-to-business sales, and online market research. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
INTERNET MARKETING & E-COMMERCE, 2e, continues where the previous edition left off: emphasizing rigor instead of hype, illustrating leading practices by leading companies, showing how extensive use of research results to support conclusions, and paying close attention to what is unique about online marketing. The new edition continues to show how the Internet is creating value for customers and profits for companies, and, most importantly, it shows how Internet Marketing fits into the rest of an organization's marketing strategy. Reflecting the lessons of the last few years, INTERNET MARKETING & E-COMMERCE looks at Internet marketing as from the view of large companies, small business, and online startups.
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