The first in a series of books from Wharton’s prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.
İçerik tablosu
FOUNDATIONS.
The Challenge of Digital Marketing (J. Wind and V. Mahajan).
The Digital Technological Environment (T. Ruefli, et al.).
Infrastructure for E-Business (R. Kohli).
Strategic Uncertainty and the Future of Electronic Consumer
Interaction: Developing Scenarios, Adapting Strategies (E. Clemons
and S. Bradley).
Economic Perspectives on Digital Marketing (A. Barua, et
al.).
Digital Marketing and the Exchange of Knowledge (T. Davenport and
S. Jarvenpaa).
CONSUMER BEHAVIOR AND MARKET RESEARCH.
Consumer Behavior in Digital Environments (U. Dholakia and R.
Bagozzi).
The Internet Buyer (D. Reibstein).
Rethinking Market Research for the Digital World (R. Burke, et
al.).
Data Mining Digital Customers (N. Levin and J. Zahavi).
IMPLEMENTATION.
Technology-Driven Demand: Implications for the Supply Chain (M.
Fisher and D. Reibstein).
New Offering Realization in the Networked Digital Environment (S.
Balasubramanian, et al.).
Digital Marketing Communication (J. Deighton and P. Barwise).
Pricing Opportunities in the Digital Age (H. Simon and H.
Schumann).
Contributors.
Index.
Yazar hakkında
JERRY WIND is Lauder Professor of Marketing and Director of the SEI
Center for Advanced Studies in Management at the Wharton School as
well as a marketing and business strategy consultant to such
companies as Edward Jones & Company, SEI Corporation, and BMS.
He is on the boards of a number of dot-com startups. Wind is the
author of over 200 articles and eighteen books, including Driving
Change: How the Best Companies Are Preparing for the 21st
Century.
VIJAY MAHAJAN is John P. Harbin Centennial Chair of Business at the
College of Business Administration of the University of Texas at
Austin, specializing in new product development and diffusion,
forecasting, marketing strategy, and marketing research
methodologies.
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