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Internet Applications in Euromarketing (Hardcover)
Loot Price: R1,678
Discovery Miles 16 780
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Internet Applications in Euromarketing (Hardcover)
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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, bulletin boards, chat rooms, etc.?and establish
credibility? What are the advantages of online discussions over
traditional focus groups?
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