MarketspaceU - Internet Marketing, 2nd Ed

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Internet Marketing, 2nd Ed

Overview of Chapters

While there are a multitude of Internet marketing books in the market, most focus on individual Internet marketing topics (banner ads, community, etc.) and do not offer a comprehensive framework. Internet Marketing introduces an integrated online and offline marketing framework that shows how to move customers through four stages of customer relationships (Awareness, Exploration/Expansion, Commitment, Dissolution). The authors use five categories of marketing levers (Product, Pricing, Communication, Community, Distribution) to advance customers through each relationship stage. A key chapter is a summary that shows which levers in each lever category should be used to advance customers from awareness to becoming deeply committed and profitable customers.

Internet Marketing also focuses on two primary forces that the Internet brings to marketing - Individualization and Interactivity, the "2I's." The book then discusses in detail how these 2I's influence both online and offline marketing levers.

As with our other textbooks, a real world example is analyzed using the book frameworks. Internet Marketing includes a chapter jointly written with New Line Cinema that describes how New Line's overwhelmingly successful marketing campaign for "Austin Powers: The Spy Who Shagged Me" fits into the book's framework.

A second edition of Internet Marketing: Building Advantage in a Networked Economy will be published in Spring 2003. Authored by Rafi A. Mohammed, Robert J. Fisher, Bernard J. Jaworski and Gordon J. Paddison, the new edition features extensively revised and updated materials and includes a new chapter on the interactive-marketing campaign for the film Lord of the Rings: The Fellowship of the Rings.

About The Authors:

Rafi Mohammed is a business strategy thought leader and business advisory consultant in the Cambridge office of Marketspace, a Monitor Group company. Since joining Monitor in 1998, he has worked on media, new economy, broadband, and online service marketing / development strategy issues. At Marketspace, he focuses on media strategy and pricing issues. Prior to joining Monitor in 1998, he started a media strategy consulting practice in Los Angeles and worked on deregulatory issues at the Federal Communications Commission in Washington, D.C. As a teacher in Cornell University's economics department, Dr. Mohammed was awarded a fellowship in recognition of his teaching skills and contributions to teaching excellence.

Dr. Mohammed has a Ph.D. in economics from Cornell University and holds economics degrees from the London School of Economics and Boston University. His academic research has focused on media and business strategy topics. He has published an article on strategic bundling in the Rand Journal of Economics, a leading academic economics / strategy journal, and is a co-author of MarketspaceU's recent eCommerce textbook. He was appointed a Batten Fellow in eCommerce Strategy at the University of Virginia's Darden School of Business in 2001.

Robert Fisher is the R.A. Barford Professor in Marketing Communications at the Richard Ivey Business School at the University of Western Ontario. He was previously a member of the faculty of the University of Southern California.

Dr. Fisher's research focuses on joint-decision making by managers and consumers. His recent work examines the effects of cooperative decision-making strategies in new product development teams composed of engineering and marketing managers. His research has been published in journals including the Journal of Marketing, Journal of Consumer Research, Psychology & Marketing, Journal of Services Marketing and Journal of Product Innovation Management. He is on the editorial board of the Journal of Marketing, Journal of Consumer Research, and Psychology & Marketing. He has served as editor for a special issue in Psychology & Marketing on social desirability bias.

Dr. Fisher has extensive industry experience and has consulted for a variety of major corporations in the automotive, financial services, and nonprofit areas. He has also written a variety of case studies, and has received several teaching awards. He enjoys teaching courses at the executive, MBA, Ph.D. and undergraduate levels.

Bernard J. Jaworski is one of the founding members and senior leaders of Marketspace, a Monitor Group company. He previously was the Jeanne and David Tappan Marketing Fellow and a tenured, full professor of marketing at the University of Southern California. He also served on the faculty at the University of Arizona and was a visiting professor at Harvard Business School. He has lectured widely on the topics of marketing strategy, slaes force management, branding, and e-commerce. From 1994 to 1999, he was dean of Texas Instruments Virtual University. He is among the most widely published authors in the top marketing journals. Most recently, he was rated as one of the top 50 most published authors in top marketing journals. A recent University of Colorado study ranked Jaworski as the second most productive marketing scholar¿as evidence by publications in the four most highly regarded marketing journals. He is the recipient of both teaching and research awards. In 1997, he received the Golden Apple Award as the MBA teacher of the year at USC. He is one of a few two-time winners of the prestigious Alpha Kappa Psi award for best marketing practice article published in the Journal of Marketing. In February 2002, Dr. Jaworski (along with his co-author Ajay Kholi) was awarded the first-ever Sheth Foundation/Journal of Marketing Award for their 1993 article, "Market Orientation: Antecedents and Consequences." The award honors the Journal of Marketing article that, six to ten years after its publication, has made the greatest long-term contribution to the field of marketing.

He has authored four e-commerce textbooks: e-Commerce, Cases in e-Commerce, Internet Marketing, and Introduction to e-Commerce. He currently serves on the review board of the Journal of Marketing, Journal of Marketing Research, Journal of Business-to-Business Marketing, Asian Journal of Marketing, and other journals.

Gordon J. Paddison is senior vice president of worldwide interactive marketing and business development at New Line Cinema, an AOL Time Warner Company.

Mr. Paddison is credited as "one of the first interactive marketers at a major studio," according to The Hollywood Reporter. As the executive responsible for online and wireless content, promotions, and publicity behind New Line's motion pictures Paddison has captured the industry's attention with this creative campaigns behind the Austin Powers and The Lord of the Rings series, converting online buzz into significant ticket sales. With the studio's award-winning Lord of the Rings website, Paddison engaged the pre-existing Tolkien fan base and expanded the word-of-mouth to the general audience. According to theater exit polls, more than 40 percent of the opening weekend audience said they learned about the first Rings movie from the Web promotions.

In addition to his well-known achievements with the Austin Powers and The Lord of the Rings series, Paddsion created the Web's consumer-focused guerrilla marketing campaigns for films as diverse as Blade, Blow, Thirteen Days, The Cell, Final Destination, Boogie Nights, Lost in Space, Pleasantville, Rush Hour, Magnolia, and the re-release of Gone with the Wind, among many others.

Mr. Paddison manages all interactive media strategy, planning, campaign analysis and creative design, in addition to overseeing New Line's online promotional and advertising programs with America Online. He was named in Entertainment Weekly's 2001 "IT List" as one of the top 100 people in show business. Mr. Paddison was also chosen by Variety as a member of the trade paper's "The Digital Dozen," a list of twelve individuals who will have a strong hand in shaping a new wired Hollywood.


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