Internet Applications in Euromarketing |
|
| Author:
| Kaynak, Erdener
Kahle, Lynn R. |
| ISBN: | 978-0-7890-2032-1 |
| Publication Date: | Jan 2002 |
| Publisher: | Haworth Press, Incorporated, The
|
| Imprint: | International Business Press |
| Book Format: | Hardback |
| List Price: | AUD $60.95 |
Book Description:
|
This book examines cutting-edge theory and practice on Internet marketing, delving deep into the latest research on the best ways to exploit this interactive advertising medium. 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 will inform you about media effects, the influence of price, promotion, and format on...
More DescriptionThis book examines cutting-edge theory and practice on Internet marketing, delving deep into the latest research on the best ways to exploit this interactive advertising medium. 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 will inform you about media effects, the influence of price, promotion, and format on click-through rates for banners, the Internet preferences of seniors, the advantages of online discussions over traditional focus groups, and more!