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Internet marketing : strategy, implementation and practice / Dave Chaffey [and three others] ; edited by Dave Chaffey.

Contributor(s): Chadwick, Fiona Ellis, author | Mayer, Richard, author | Johnston, Kevin, author | Chaffey, Dave, editorMaterial type: TextTextPublisher: Harlow : Financial Times Prentice Hall, c2009Edition: Fourth editionDescription: xxxi, 702 pages : illustrations ; 27 cmISBN: 9789810695972 (Reprint)Subject(s): Internet marketing | Marketing | Internet | E-commerce | TelemarketingDDC classification: 658.8 LOC classification: CIR HF 5415.1265 | C43 2009
Contents:
PART 1: Internet marketing fundamentals 1. Introducing Internet marketing 2. The Internet micro-environment 3. The Internet macro-environment PART 2: Internet strategy development 4. Internet marketing strategy 5. The Internet and the marketing mix 6. Relationship marketing using the Internet PART 3: Internet marketing: Implementation and practice 7. Delivering the online customer experience 8. Campaign planning for digital media 9. Marketing communications using digital media channels 10. Evaluation and improvement of digital channel performance 11. Business-to-consumer Internet marketing 12. Business-to-business Internet marketing
Summary: "Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe's top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world." "In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new 'Digital Marketing in Practice' interview."--Jacket
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Item type Current location Collection Shelving location Call number Copy number Status Date due Barcode
Book Book Cavite State University - CCAT Campus
Book GCS CIR HF 5415.1265 C43 2009 (Browse shelf) c.1 Available R0010724
Book Book Cavite State University - CCAT Campus
Book GCS CIR HF 5415.1265 C43 2009 (Browse shelf) c.2 Available R0010725

Includes glossary and index.

PART 1: Internet marketing fundamentals
1. Introducing Internet marketing
2. The Internet micro-environment
3. The Internet macro-environment
PART 2: Internet strategy development
4. Internet marketing strategy
5. The Internet and the marketing mix
6. Relationship marketing using the Internet
PART 3: Internet marketing: Implementation and practice
7. Delivering the online customer experience
8. Campaign planning for digital media
9. Marketing communications using digital media channels
10. Evaluation and improvement of digital channel performance
11. Business-to-consumer Internet marketing
12. Business-to-business Internet marketing


"Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe's top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world." "In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new 'Digital Marketing in Practice' interview."--Jacket

In English text.

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