3 credits

Prerequisite: Y59.1360/Principles and Applications of Publishing on the Internet and Y59.1200/Marketing in Publishing

The course lays out the economics of the Information Age for managers, provides a strategic blueprint for pricing, valuing, and protecting intellectual content and evaluates the consequences of pricing, protecting, and planning web-based versions of information products. Branding and relationship marketing are covered first from a "classic" approach (typified by direct advertising) and then examined in the light of the World Wide Web and its unique marketing opportunities and challenges. The course covers processes for capturing information about customers, strategies for driving traffic, customization, customer satisfaction issues, and relationship marketing. The creation of virtual communities with an overview of current techniques being employed on the web by sites such as Motley Fool will be explored. Electronic commerce - including technology needs, database formulas, how-tos and case studies - will be covered with emphasis on marketing strategies employed by Amazon.com, Barnes and Noble Online and smaller, niche market publishers.