Without a doubt, new technologies, and notably the Internet, have
had a profound and lasting impact on the marketing function. A
paradigm shift has occurred which will forever change the way
marketers and marketing managers work. This doesn t mean, however,
that old marketing tools are no longer relevant.
In this brand new textbook, Cor Molenaar summarizes classic
concepts and current developments to create a new, integrated
marketing model, in which all components are part of a
customer-oriented approach. Molenaar highlights the influence of
the application of IT and the Internet within marketing and reveals
how this can affect the form, focus and business model of an
organization.
Supplemented by practical examples throughout as well as an
accompanying website, e-Marketing is an essential read for all
marketing and business administration students.
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