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| Tekijä: | Chaffey, D. |
| Otsikko: | Achieving Internet Marketing Success |
| Lehti: | Marketing Review
2000 : OCT, VOL. 1:1, p. 35-60 |
| Asiasana: | INTERNET MARKETING INFORMATION TECHNOLOGY |
| Kieli: | eng |
| Tiivistelmä: | The characteristics of successful Internet Marketing are explored. A successful Internet brand will typically achieve recognition of brand identity through a combination of online and offline promotion; clearly communicate the Internet value proposition and credibility of the organisation; develop affinity and trust with target customer groups and deliver a high-level of service quality intrinsic to all stages of the buying decision. Internet-based techniques used to build online customer relationships through stages of acquisition, retention and extension are outlined. |
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