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Internet Marketing and e-Commerce 1st Edition

Ward Hanson, Kirthi Kalyanam

  • Published
  • Previous Editions 2000, 2000
  • 656 Pages


INTERNET MARKETING & E-COMMERCE emphasizes the rigor of Internet marketing – not just the hype – combining state of the art research, practices of leading online marketing companies, and an in-depth look at the special advantages available online. INTERNET MARKETING & e-COMMERCE shows how the Internet is creating value for customers and profits for companies, while also fitting into an organization's complete marketing strategy. Building on the foundation of Hanson's widely acclaimed Principles of Internet Marketing, and reflecting the lessons and new opportunities of "Web 2.0," INTERNET MARKETING & e-COMMERCE provides coverage of Internet marketing practices for organizations of all types: traditional large companies, small businesses, charities, and online start-ups.

Ward Hanson, Stanford University

Dr. Ward Hanson is a member of the Stanford Institute for Economic Policy Research, where he is a Fellow and Policy Forum Director. Previous faculty positions include the Stanford Graduate School of Business, Purdue University Krannert School of Management, and the University of Chicago Graduate School of Business. He is an adviser, expert witness, and consultant to leading firms in Silicon Valley and beyond. He has a Masters and Ph.D. in Economics from Stanford University and a B.A. from the University of Wisconsin-Madison. Dr. Hanson analyzes the economics and marketing of new technology. His current areas of Internet research include governmental policy choices and their impact on the Internet, the rise of individualization as a general purpose technology, and quantitative models of online business. Other research interests include product line pricing, competitive strategy, and the diffusion of innovative energy alternatives. Professor Hanson created the first Stanford Graduate School of Business Internet marketing class in 1996 (one of the first in the world and repeated many times), pioneered an online version of the class in 2000, teaches a course on the economics of the Internet, and is developing a class in the use of online tools for policy analysis and persuasion. His previous book, Principles of Internet Marketing, has been adopted worldwide and translated into multiple languages, including Chinese, Italian, Japanese, Russian, and Spanish. Offline, he enjoys golf, cycling, political debates, and family.

Kirthi Kalyanam, Santa Clara University

Dr. Kalyanam is the J.C. Penney Research Professor and Director of Internet Retailing in the Retail Management Institute at the Leavey School of Business at Santa Clara University. A recognized leader in the field of Internet Marketing and Retailing, he co-produces Internet Retailing Boot Camps with and has served as an advisor to the State of Retailing Online (SORO) research study. Dr. Kalyanam's current research interests focus on Internet Marketing, Retailing, and Multi-Channel marketing. He teaches on these topics in undergraduate, graduate, and executive programs and has won awards for his teaching and research. He also advises early stage start-ups and serves as an expert witness. Professor Kalyanam has a Ph.D. from the Krannert School of Management at Purdue University. He was also most recently the Senior Vice President and Chief Marketing Officer of SpinCircuit Inc. He is an avid mountain and road biker and enjoys swimming, surfing, time with his family, and travel.
  • SEARCH MARKETING AND KEYWORD ADVERTISING: A detailed treatment of one of the most important online marketing developments of the past few years, keyword advertising is directly tied to customer acquisition alternatives and customer lifetime value.
  • Leading Scholars and Successful Business Ventures: Not only does the new edition include up-to-date coverage, but also includes new research from leading academics, and the lessons learned from successful and unsuccessful online companies giving readers the opportunity to learn from a companies mistakes and successes.
  • CUSTOMER EQUITY & BRAND BUILDING: The Web Business Models chapter matches Internet strategy and tactics to customer acquisition, retention, and development. The Online Branding chapter focuses on building brands online, an especially valuable opportunity for traditional package goods and brand-oriented companies. Usability and site design decisions are based on these fundamental organization goals.
  • IN-DEPTH E-COMMERCE COVERAGE: Chapters on Internet Retailing, Consumer Channels, B2B e-Commerce and Market Research provide a comprehensive treatment of e-commerce topics. Major points include channel growth and economics, online commerce success factors, multi-channel shopping, channel conflict, consumer education, reaching new markets, and required operational systems.
  • INTERNATIONAL AWARENESS: With Asian countries leading broadband development, Europe leading in mobile devices, and the U.S. still leading in online services, the book reflects the truly global nature of the Internet today.
  • Internet Strategy: The Principles of Internet Marketing does not focus on the Internet as a separate entity, but fits Internet strategy into the organization's overall marketing framework.
  • Focus of the Internet: Gives students a solid understanding of the technology behind the Internet and of how technological change alters marketing strategies and tactics. The text also teaches how the use of the Internet can improve quality and customer support, allows companies to personalize products and messages, generate traffic, build community, price in real-time, and create new channels.
1. Introduction.
2. A Digital World.
3. Networks.
4. Individuals Online.
5. Web Business Models.
6. Online Branding.
7. Usability, Credibility, Persuasion.
8. Traffic Building.
9. Personalization.
10. Creating Commitment.
11. Innovation and the Net.
12. Pricing in an Online World.
13. Internet Retailing.
14. Consumer Channels.
15. B2B eCommerce.
16. Online Research.
17. Organizing for Online Marketing.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.



ISBN: 9780324100570
Microsoft PowerPoint slides let you incorporate images from the book right into your lectures.

Instructor's Manual

ISBN: 9780324074789
The Instructor's Manual contains resources designed to streamline and maximize the effectiveness of your course preparation.