"Wired Marketing demonstrates how the globalisation of information and communication technologies are the drivers of the new marketing based digital organisation. Hardaker and Graham does an excellent job in surveying, synthesizing, and integrating new and classic marketing literature into the future organisation."

Aishah Sabki, E-Commerce Project Manager, Internexus Ltd, UK

"Great work. This new book offers a roadmap to help understand and survive the marketing challenges in the e-world. Full of many thought-provoking ideas and practical insight. Hardaker and Graham show you how to deliver customer value in a wired world. A must read for managers and senior students."

Pervaiz K Ahmed, Chair in Management, Wolverhampton University Business School, UK

Recent events in the dot com market have highlighted the intensity of market forces that has driven out all but the most resilient and disciplined. This book shows how marketing has contributed to their survival. 'Wired Marketing' is primarily aimed at senior undergraduate and MBA/MSc students in schools of business and management in the UK and Europe. Typical students using the proposed text will be undertaking modules/subjects dedicated to Internet marketing and e-commerce. The book is also intended to appeal to the marketing orientated professionals working in the new digital economy.

'Wired Marketing' provides a unique mix of strategic and technical knowledge designed primarily for marketing-related courses. This book is at the critical intersection of marketing and technology and a continuing theme throughout is on the human side of marketing and its crucial role in relationship building and community formation on the Web.

Features:

• The text is specifically designed to meet the needs of courses incorporating the use of Internet and marketing.
• New and updated cases appear in the book and on the supporting Web site.
• The broadening of the marketing concepts by the Internet is extended through a focus on digital changes in information intensive markets such as the music industry.
• Explains how the Internet is creating new forms of value between customers and suppliers.

• Part 1 - Marketing Transformation on the Internet
• Introduction to Internet Marketing
• Business Models for Interactive Marketing
• On-line Resources for Internet Marketing Technologies

• Part 2 - Interactive Marketing and the Marketing Processes
• Marketing Communications on the Internet
• The Internet Customer and Relationship Marketing
• New Buyer Behaviour Directions through Virtual Communities

• Part 3 - Managing your Customer through e-Commerce
• Supply Chain Management for Internet Commerce
• Consumer On-Line Payment Solutions for e-Commerce
• Privacy & Security Issues for e-Commerce
• Marketing Ethics on the Internet

• Part 4 - Internet Tools for Wired Marketing
• Advanced Web Technology for Interactive Marketing
• Strategic Internet Marketing Planning