Always Learning

Marketing and The Internet
Eloise Coupey, Virginia Polytechnic & State University

ISBN-10: 0130169757
ISBN-13:  9780130169754

Publisher:  Prentice Hall
Copyright:  2001
Format:  Cloth; 520 pp
Published:  01/08/2001
We're sorry, this product is no longer available and has been replaced with Digital Business: Concepts and Strategies, 2/E.

Please contact your Pearson rep if you are using this product and need instructor resources.


Print this content

In this section:


Description

For courses in Marketing on the Internet/Electronic Marketing.

Integrating marketing theory with Internet reality, this text helps students develop the skills necessary to understand and integrate Internet technology and characteristics into marketing strategy. It helps them recognize and understand the implications of the Internet not only as a marketplace, but also as a set of tools and opportunities.


Features

  • The first text on Internet Marketing to provide a solid framework and conceptual foundation.

    • Allows students to see more than an example of success—it allows them to apply concepts. Ex.___

  • An overview of the unique marketing environment embodied in the Internet—While most marketing texts emphasize the perspectives and influences of consumers, marketers, and policy makers, this text also includes a discussion of the influence of technology on the nature of the interactions between the other three perspectives.
  • The exchange relationships that exist within the Internet environment, from each of the key perspectives—Contrasts the nature of the relationships in traditional marketplaces, and the Internet marketplace.

    • Allows students to compare the similarities and differences between the two. Ex.___

  • The development of marketing strategy—Explores the implications of the Internet for traditional marketing activities, such as the formulation of a marketing mix, aspects of strategic market planning, and the conduct of marketing research.
  • An in-depth examination of the Internet as a marketing tool—e.g., the impact of the Internet on business-to-business marketing processes; completing online transactions; the role of decision support tools, etc.
  • Similarities to, or differences from, marketing in other environments—Described for all issues discusses.

    • Uses screen shots of Web pages throughout. Ex.___

  • Real-world examples—Of companies and organizations using the Internet to market goods or services.

    • Illustrates the key issues. Ex.___

  • Review sections—At the end of each chapter.

    • Helps students determine how well they have mastered the skills and topics covered. Ex.___

  • List of suggested readings—At the end of each section.

    • Helps students explore specific topics in more depth. Ex.___


Table of Contents

I. OVERVIEW OF THE INTERNET ENVIRONMENT FOR MARKETING.

 1. Introduction to Marketing and the Internet.

 2. The Nature of the Internet Influence on the Marketing Environment.

 3. A Framework for Understanding Marketing and the Internet.

II. EXCHANGE-BASED PERSPECTIVES IN THE INTERNET ENVIRONMENT.

 4. Consumers and the Internet Environment.

 5. Marketers and the Internet Environment.

 6. Technology and the Internet Environment.

 7. Policymakers and the Internet Environment.

III. MARKETING ACTIVITY IN THE INTERNET ENVIRONMENT.

 8. Strategic Marketing Planning with the Internet.

 9. Marketing Research and the Internet.

10. The Internet as Content: Digital and Physical Products.

11. The Internet as Channel: Aspects of Distribution.

12. The Internet as Communication: A Computer-Mediated Medium.

IV. ISSUES IN INTERNET MARKETING.

13. Business-to-Business Marketing with the Internet.

14. Managing the Internet: Decision Support Tools.



Back to top

Print this content

In this section:


Websites and Online Courses

Companion Website-Coupey
Coupey
©2001  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0130910406  |  ISBN-13: 9780130910400
More Info

Back to top

Print this content

In this section:

Companion Website-Coupey
Coupey
©2001  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0130910406  |  ISBN-13: 9780130910400
More Info

Test Item File
Coupey
©2001  |  Prentice Hall  |  Paper  |  Not Yet Published
ISBN-10: 0130333867  |  ISBN-13: 9780130333865
More Info

Back to top


Websites and online courses

Companion Website-Coupey
Coupey
©2001  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0130910406  |  ISBN-13: 9780130910400
More Info


Websites and Online Courses

Companion Website-Coupey
Coupey
©2001  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0130910406  |  ISBN-13: 9780130910400
More Info

Log in to the Instructor Resource Center

Login name: 

  Password: 

Forgot login/password?  |  Need to redeem an access code?

        

Instructor Resource Center File Download

This work is protected by local and international copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning. Dissemination or sale of any part of this work (including on the World Wide Web) will destroy the integrity of the work and is not permitted. The work and materials from this site should never be made available to students except by instructors using the accompanying text in their classes. All recipients of this work are expected to abide by these restrictions and to honor the intended pedagogical purposes and the needs of other instructors who rely on these materials.

Cancel     I accept, proceed with download

Print this content

Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.

Back to top