CHAPTER 4:
In this chapter, you will learn:
-How firms use product-based and customer-based marketing strategies
-Strategies for communicating with different market segments
-To identify customer’s characteristics as they move through the customer relationship life cycle
-How online advertising has developed and grown
– About e-mail marketing strategies
-About technology-enabled customer relationship management
-How to create and maintain brands on the Web
-How businesses use social media in viral marketing campaigns
-About search engine positioning tactics and domain name selection strategies
WEEKLY READING: FROM INDUSTRY STANDARD SOFTWARE, LAUNCHMETRICS
[CLICK HERE] “Marketing Strategies for Fashion e-Commerce: Measuring Success”
