Internet marketing : strategy, implementation and practice /
Dave Chaffey [and three others] ; edited by Dave Chaffey.
- Fourth edition.
- Harlow : Financial Times Prentice Hall, c2009.
- xxxi, 702 pages : illustrations ; 27 cm
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.
9789810695972 (Reprint)
Internet marketing.
Marketing.
Internet.
E-commerce.
Telemarketing.
CIR HF 5415.1265 / C43 2009
658.8 / In8 2009
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.
9789810695972 (Reprint)
Internet marketing.
Marketing.
Internet.
E-commerce.
Telemarketing.
CIR HF 5415.1265 / C43 2009
658.8 / In8 2009