e-Marketing Applications of Information Technology and the Internet within Marketing

Without a doubt, new technologies, and notably the Internet, have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. This doesn’t mean, however, that ‘old’ marketing tools are no longer relevant. In this brand new textbook, Cor Molenaar summarizes classic concepts and current developments to create a new, integrated marketing model, in which all components are part of a customer-oriented approach. Molenaar highlights the influence of the application of IT and the Internet within marketing and reveals how this can affect the form, focus and business model of an organization. Supplemented by practical examples throughout, e-Marketing is an essential read for all marketing and business administration students.

Introduction Part1: Developments of Marketing Introduction: An Historical Outline1. Marketing and Strategy 2. Marketing as Concept 3. Marketing as Activity4. Marketing Instruments 5. Direct Marketing as a Form of Marketing 6. Marketing and InternetPart2: Impact of Information Technology on Marketing Introduction: A Buyer's Prospective 7. The Development of Mechanization 8.The Development of Information Technology Within the Organization9. Applications of Information Technology Within Marketing Part3: Impact of the Internet on MarketingIntroduction: From Support to Strategy 10. The Development of the Internet11. The Breakthrough of the Internet12. The Application of the Internet Part4: Internet StrategyIntroduction: The Customer in Power 13. Developing the Internet Strategy 14. Applications of the Internet Part5: Marketing Strategy in a Dynamic WorldIntroduction: Orientation of Businesses 15. Marketing Orientations as Competition Model 16. Application of the Marketing Orientations17. Changes and Choices 18. New Developments in Marketing

Cor Molenaar is Professor of e-Marketingand Distance Selling at Rotterdam School of Management (Erasmus University, The Netherlands) and is the founder and director of eXQuo Consultancy