For marketers, the internet is increasing in importance. One
important marketing issue is how to initiate, develop, and manage
relationships with customers through the internet. This holds true
for marketing of goods and services, in domestic as well as
international markets. This book aims to improve our knowledge on
utilization of the internet in marketing. The book will supply
theoretical as well empirical knowledge on managing customer
relationships on the Internet. This book also contributes to the
development of theory to explain the internationalization process
of internet firms by proposing that models that emphasize knowledge
and network are suitable for this purpose. In doing so, the book
answers questions such as:
What types of business relationships are possible to establish
and develop on the Internet?
How much face-to-face contact do we need in business
relationships?
What are the key driving mechanisms in Internet-based relationship
development?
It is a true international comparative management book,
including data from Sweden, Denmark, Italy, and Finland. The book
contains 14 chapters. The evidences supplied in the book are based
on research in industries such as health care, bio-technology,
information technology, and the air-lines. The contributors to this
book are active researchers in the field of internet and marketing.
The material supplied in this book is new and original.
*This series: Provides an international perspective to the study of
business, with a special emphasis on management and marketing
issues
*Deals with such topics as globalization, international business
negotiations, cross-cultural communication, entry strategies,
doingbusiness in different regions, and future trends
*Also focuses on the development of international business theory,
methodological issues, the results of empirical studies and the
findings of practitioners
General
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