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MELJUN CORTES Marketing on the Web

MELJUN CORTES Marketing on the Web

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MELJUN CORTES Marketing on the Web
MELJUN CORTES Marketing on the Web

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Published by: MELJUN CORTES, MBA,MPA on Apr 14, 2013
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04/14/2013

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Chapter 4:Marketing on the Web
Electronic Commerce,Sixth Edition
MELJUN P. CORTES,MBA,MPA,BSCS
 
Electronic Commerce, Sixth Edition 2
Objectives
In this chapter, you will learn about:
When to use product-based and customer-based marketing strategies
Communicating with different marketsegments
Customer relationship intensity and thecustomer relationship life cycle
Using advertising on the Web
 
Electronic Commerce, Sixth Edition 3
Objectives (continued)
E-mail marketing
Technology-enabled customer relationshipmanagement
Creating and maintaining brands on the Web
Search engine positioning and domain nameselection

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