Internet Applications in Euromarketing

Author : Erdener Kaynak,Lynn R. Kahle

Hardback

Published : Monday 10 February 2003

ISBN : 9780789020321

Price : €62.00

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 click-through rates for banners, the Internet preferences of seniors, the advantages of online discussions over traditional focus groups, and more!

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