Internet Marketing and e-Commerce, International Edition

Description

INTERNET MARKETING & E-COMMERCE, 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.

Dr. Kalyanam is the J.C. Penney Research Professor and Director of Internet Retailing in the Retail Management Institute at the Leavey School of Business at Santa Clara University. A recognized leader in the field of Internet Marketing and Retailing, he co-produces Internet Retailing Boot Camps with Shop.org and has served as an advisor to the State of Retailing Online (SORO) research study. Dr. Kalyanam's current research interests focus on Internet Marketing, Retailing, and Multi-Channel marketing. He teaches on these topics in undergraduate, graduate, and executive programs and has won awards for his teaching and research. He also advises early stage start-ups and serves as an expert witness. Professor Kalyanam has a Ph.D. from the Krannert School of Management at Purdue University. He was also most recently the Senior Vice President and Chief Marketing Officer of SpinCircuit Inc. He is an avid mountain and road biker and enjoys swimming, surfing, time with his family, and travel. Dr. Ward Hanson is a member of the Stanford Institute for Economic Policy Research, where he is a Fellow and Policy Forum Director. Previous faculty positions include the Stanford Graduate School of Business, Purdue University Krannert School of Management, and the University of Chicago Graduate School of Business. He is an adviser, expert witness, and consultant to leading firms in Silicon Valley and beyond. He has a Masters and Ph.D. in Economics from Stanford University and a B.A. from the University of Wisconsin-Madison. Dr. Hanson analyzes the economics and marketing of new technology. His current areas of Internet research include governmental policy choices and their impact on the Internet, the rise of individualization as a general purpose technology, and quantitative models of online business. Other research interests include product line pricing, competitive strategy, and the diffusion of innovative energy alternatives. Professor Hanson created the first Stanford Graduate School of Business Internet marketing class in 1996 (one of the first in the world and repeated many times), pioneered an online version of the class in 2000, teaches a course on the economics of the Internet, and is developing a class in the use of online tools for policy analysis and persuasion. His previous book, Principles of Internet Marketing, has been adopted worldwide and translated into multiple languages, including Chinese, Italian, Japanese, Russian, and Spanish. Offline, he enjoys golf, cycling, political debates, and family.

PART I: FOUNDATIONS. 1. Introduction. 2. A Digital World. 3. Networks. 4. Individuals Online. PART II: ESSENTIAL SKILLS. 5. Web Business Models. 6. Online Branding. 7. Usability, Credibility, Persuasion. 8. Traffic Building. 9. Personalization. 10. Creating Commitment. 11. Innovation and the Net. 12. Pricing in an Online World. PART III: e-COMMERCE. 13. Internet Retailing. 14. Consumer Channels. 15. B2B eCommerce. 16. Online Research. 17. Organizing for Online Marketing.