Digital Marketing Global Strategies from the World’s Leading Experts 1st Edition by Yoram Jerry Wind, Vijay Mahajan ISBN 0471008753 9780471008750

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Product details:

ISBN 10: 0471008753 

ISBN 13: 9780471008750

Author:  Yoram (Jerry) Wind, Vijay Mahajan 

The first in a series of books from Wharton’s prestigious SEI Center, managed by Professor Jerry Wind, this reference focuses on marketing strategies, methods, and cases used specifically for e-commerce businesses operating globally. It includes contributed chapters from leading thinkers from top U.S. business schools including Wharton, the University of Texas, Columbia, Harvard, Northwestern, University of Michigan, Duke, and MIT. Many of the contributors, in addition to teaching MBA and Executive Education seminars, also consult to major corporations around the world.

Table of contents:

FOUNDATIONS

1. The Challenge of Digital Marketing
   – J. Wind and V. Mahajan

2. The Digital Technological Environment
   – T. Ruefli, et al.

3. Infrastructure for E-Business
   – R. Kohli

4. Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies
   – E. Clemons and S. Bradley

5. Economic Perspectives on Digital Marketing
   – A. Barua, et al.

6. Digital Marketing and the Exchange of Knowledge
   – T. Davenport and S. Jarvenpaa

CONSUMER BEHAVIOR AND MARKET RESEARCH

7. Consumer Behavior in Digital Environments
   – U. Dholakia and R. Bagozzi

8. The Internet Buyer
   – D. Reibstein

9. Rethinking Market Research for the Digital World
   – R. Burke, et al.

10. Data Mining Digital Customers
    – N. Levin and J. Zahavi

IMPLEMENTATION

11. Technology-Driven Demand: Implications for the Supply Chain
    – M. Fisher and D. Reibstein

12. New Offering Realization in the Networked Digital Environment
    – S. Balasubramanian, et al.

13. Digital Marketing Communication
    – J. Deighton and P. Barwise

14. Pricing Opportunities in the Digital Age
    – H. Simon and H. Schumann

Additional Sections

• Contributors

• Index

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Tags: Yoram Jerry Wind, Vijay Mahajan, Digital Marketing, Global Strategies, Leading Experts