Beyond the Basics PDF
By:Donna L. Hoffman
Published on 2005-01-01 by Sloan Center for Internet Retailing
|This book is a rich source of ideas for more effective Internet marketing. The frameworks and rules will help the marketing professional because they are grounded in solid research. The book is also a great place for academics and research-oriented students to find ideas worthy of deeper and more extensive research.| -John A. Deighton, Harold M. Brierley Professor of Business Administration, Harvard Business School |Here's a novel idea! Insights and recommendations for Internet retailers that are based on actual research and scientific rigor. The authors, applying the tools of qualitative and quantitative research, expose much of the |conventional wisdom| of Internet retailing as myth, and lay the groundwork for serious, reasoned study of the behavior of customers in this exciting new channel.| -Larry Downes, co-author, Unleashing the Killer App: Digital Strategies for Market Dominance |This edited volume is a great introduction to some of the best work. It provides insight which all Internet businesses, particularly e-tailers and advertisers, will find useful.| -Eric J. Johnson, Norman Eig Professor of Business, Columbia University ABOUT THIS VOLUME This edited book of chapters is an innovative experiment that converts academic research on online consumer behavior into a set of operating instructions for real-world success. Chapters address using the Web to support local businessess, online customer lock-in, emerging online advertising technologies, online recommendations and self-service transaction technologies. ABOUT THE EDITORS Donna L. Hoffman and Thomas P. Novak are Professors of Marketing at the Owen Graduate School of Management and co-direct the Sloan Center for InternetRetailing, at Vanderbilt University. ABOUT THE SLOAN CENTER The Vanderbilt University Sloan Center for Internet Retailing was launched in Spring 2003 with a grant from the Alfred P. Sloan Foundation in New York City. It is one of 25 Sloan Centers dedicated to creating academic communities that engage in direct interaction with industries, working to understand these industries and research the pressing issues they face. The Vanderbilt Sloan Center studies the enormous challenges and opportunities facing the dynamic and rapidly evolving Internet Retailing industry, with special emphasis on the Internet retailing customer chain.
This Book was ranked at 10 by Google Books for keyword Retailing.
Book ID of Beyond the Basics's Books is Nj2yCSSlMHEC, Book which was written byDonna L. Hoffmanhave ETAG "kC14n5s6Uuc"
Book which was published by Sloan Center for Internet Retailing since 2005-01-01 have ISBNs, ISBN 13 Code is 9780976343509 and ISBN 10 Code is 0976343509
Reading Mode in Text Status is false and Reading Mode in Image Status is true
Book which have "173 Pages" is Printed at BOOK under CategoryConsumer behavior
Book was written in en
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