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.