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Internet Marketing
Internet Marketing
The contemporary environment requires more demonstrated cost effectiveness
from every marketing program than ever before. Meanwhile the customer
demands quality, value, service, and quick delivery. The primary way to
resolve these potentially conflicting mandates is through information-driven
relationship marketing programs. This course examines the customer database
as the key element in marketing programs of this type. It considers
strategic implications in both business and consumer markets, for both
products and services. It pays special attention to the role of interactive
media, including the Internet. It aims to develop a reasonable level of
technical sophistication in terms of what information technology can and
cannot accomplish, but it does not involve hands-on computer applications.
