"Internet Marketing: Building Advantage in a Networked Economy, 2e" presents a "road-tested" framework to help students and practitioners understand how to think about and implement effective Internet marketing programs. The focus is on using marketing levers to vary the level of intensity that the consumer has with a Website to build a relationship with the customer through four stages: from Awareness, to Exploration/Expansion, to Commitment, and possibly through Dissolution. This four stage customer-centric framework shows readers how to use the Internet to create intense and profitable relationships with their customers. In addition to comprehensively discussing the key levers that marketers can use to create relationships, the authors focus on two primary forces that the Internet brings to marketing - the Individual and Interactivity - detailing how these forces influence key marketing levers and how these forces can be leveraged to create intense relationships with customers.

拉菲·默罕默德(Rafi A.Mohammed)是商务战略思想的领军人物和商务咨询顾问，供职于Monitor集团公司旗下的Marketspace公司。自从1998年加入Monitor以来，他先后对媒体、新经宽带，以及在线服务营销/发展战略等问题进行了研究。在Marketspace，他集中研究媒体战略和定价问