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Principles of Internet Marketing


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Part I Digital, networked, individuals: a revolution occurs; being digital; getting connected; the power of choice; business models on the Web. Part II The themes of Internet marketing: enhancing a brand with the Net; personalization; building community; generating traffic and Internet advertising; pricing and the Net; new channels. Part III The Internet and the future of marketing; listening to the customer; one to one marketing and the Net; Web futures.


I have adopted this book as a required text for an e-commerce and Marketing course that I am teaching during the Spring 2000 semester at Boston University. The text is well-written and presents a fine blend of theory and practice. Hanson is true to the title of his book as he provides some "principles" that should indeed endure... I believe that this book offers a great introduction to anyone who wants to either practice or simply learn about Internet marketing.

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