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This authoritative volume makes a compelling argument that interactive marketing tools should be a part of every company's total marketing strategy.

The authors provide an integrated approach to Internet marketing solidly based in theory, concepts, and measurement methods. They present best-practice examples, timely data, and plenty of additional resources for further research.

Key features include:

• "Methods and Metrics" sections in almost all chapters that illustrate how data is collected online and the methods used to analyze that data (collaborative filtering, clickstream analysis, expected value analysis, Web-log analysis).
• A discussion of Internet marketing effectiveness as it relates to company size, growth, advertising expenditures (by format), and online retailing (by category).
• End notes that reference recent books, articles, white papers, and online resources, encouraging students to engage in further in-depth study.
• Numerous screen shots, numerical examples, discussions of actual company tactics, and online advertising budget calculations.

Contents

PART I

1. Marketing in the Information Age
2. Technology and Marketing Strategy

PART II

3. Competing without Boundaries
4. Competitive Analysis
5. Measuring Online Consumer Behavior
6. Building Customer Relationships
7.  Online Communities

PART III

8. New Product Development and E-Enabled Products
9. E-Enabled Product Launch and Product Management
10. E-Enabled Channel Management and Online Channels
11. Online Retailing and Personal Selling
12. E-Enabled Pricing Management
13. E-Enabled Communications Management
14. E-Enabled Advertising

PART IV

15. Future Technologies and Marketing

Instructor's resource

A comprehensive instructor's guide is available. It includes chapter summaries and objectives, optional readings, online links, suggested journals, PowerPoint presentations, and test questions. Also included are 18 topics containing scores of online links.

About the authors

Patrick Duparcq is a professor of marketing at the Kellogg School of Management, Northwestern University. He received his doctorate from the Krannert School of Management, Purdue University, and a masters degree in quantitative economics from the University of Antwerp, Belgium. While at Purdue, he was director of  the Center for E-Business Education and Research (CEER).  He consults in both the United States and abroad.

Richard C. Hanna is a member of the marketing faculty at Northeastern University's College of Business Administration. He holds a doctorate in marketing and statistics. Professor Hanna's areas of research include consumer decision making under risk, marketing research methodology, pricing and promotional strategy, ethics, and Internet marketing. He has published in numerous academic journals, including Marketing Letters, Journal of Interactive Marketing, Preventive Medicine, Business Horizons, Journal of Database Marketing & Customer Strategy Management, and the Journal of the Operational Research Society. He has also been a marketing research and analytics adviser for MC Communications, Strategic Pricing Group, HSBC, and Interaction Associates, among others.

Paul D. Berger is a professor of marketing at Bentley University. Until August 2006, he was professor of marketing and quantitative methods at the School of Management, Boston University. Professor Berger earned his S.B., S.M., and Ph.D. degrees from the Massachusetts Institute of Technology, Sloan School of Management. He has written several texts, among them Experimental Design: with Applications in Management, Engineering, and the Sciences. He has also authored over 140 refereed journal articles and conference proceedings in such journals as Management Science, Journal of Marketing Research, Journal of Interactive Marketing, and the Harvard Business Review, and is on the editorial board of several journals, including the Journal of Interactive Marketing. Professor Berger won the Metcalf Award, a university-wide award for teaching excellence, and the John R. Russell award for excellence in executive teaching. He is an active consultant.

Internet Marketing: Reaching Customers Anytime, Anywhere, Any Platform, by Patrick Duparcq, Richard C. Hanna, Paul D. Berger. ISBN 978-09713130-3-3, 7" x 10", soft cover, 356 pages, tables, figures, illustrations, company index, name and subject index.

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