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Internet Applications in Euromarketing (Paperback)
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Internet Applications in Euromarketing (Paperback)
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Explore Internet marketing from cross-cultural and cross-national
perspectives!
This book examines cutting-edge theory and practice on Internet
marketing, putting the latest research on the best ways to exploit
this interactive advertising medium in your hands. In Internet
Applications in Euromarketing, scholars from Europe and the United
States examine essential facets of Internet use, both as a means of
product promotion and as a facilitator of consumers? purchasing
decisions.
Internet Applications in Euromarketing considers the effectiveness
of combining Web advertising with traditional media, looks at ways
to make banner ads pay off, highlights techniques for reaching
older consumers via the Internet, shows how to take advantage of
online word-of-mouth advertising, and more! The handy charts and
tables in this well-referenced book make important points of
information easy to access and understand.
Internet Applications in Euromarketing looks in-depth at what
works and what doesn?t, addressing the questions on marketers?
minds (and some that many haven?t thought of yet), including: Where
is a company's marketing money best spent?what are the media
effects for Internet exposure vs. television and print? Is it
useful to mention a price, a rebate, or a gift to encourage the
Internet user to move from the banner's host site to the brand's
site? What are the Internet habits and preferences of seniors, and
what are the best ways to reach them? Are banner ads that are
disguised as messages from the user's operating system more
effective than those that simply appear as advertising? How can we
generate word-of-mouth Internet communication?via e-mail,
newsgroups, bulletinboards, chat rooms, etc.?and establish
credibility? What are the advantages of online discussions over
traditional focus groups?
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