Internet Marketing / Edition 3

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Overview

* Online Activities. Each chapter in this text has an Online Activities section tied to research activities using the Interactive Journal. By using the Interactive Journal to complete the exercises, readers can gain a better understanding of the chapter topics while becoming familiar with the features and strengths of the Interactive Journal.
* The purchase of the textbook allows the reader four months of access to the Wall Street Journal Interactive Edition.
* The Internet is unsurpassed in its ability to point readers to live examples of the main points.
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Editorial Reviews

From the Publisher
"The style has much to recommend in terms of price and accessibility. There is much useful, practical content that is not emphasised in other texts. The book is essential reading for those delivering internet marketing modules." (Times Higher Educational Supplement, 2nd March 2001)
Times Higher Educational Supplement
The style has much to recommend in terms of price and accessibility. There is much useful, practical content that is not emphasised in other texts. The book is essential reading for those delivering internet marketing modules.
Booknews
An undergraduate textbook on using Internet marketing tools that places computer skills in the context of marketing strategy, consumer behavior, advertising, and other business topics. Following an introduction to the Internet, sections focus on communication, selling, content development and creation, and providing network functionality. The companion Web site points students to current events that relate to class materials. Hofacker teaches marketing at Florida State U. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780471390510
  • Publisher: Wiley
  • Publication date: 6/28/2000
  • Edition description: REV
  • Edition number: 3
  • Pages: 176
  • Product dimensions: 7.58 (w) x 9.31 (h) x 0.34 (d)

Table of Contents

INTRODUCTION TO MARKETING ON THE INTERNET.

Categories of Internet Marketing.

What Exactly Is the Internet.

Web Browser Software.

COMMUNICATING WITH CONSUMERS ONLINE.

Using the Internet to Communicate.

How to Create a Web Page.

Web Communications Strategy.

Human Information Processing of Web Sites.

What a Web Site Should Look Like.

Web Site Copy.

Advertising Banners.

COMPUTER-MEDIATED SELLING.

Shopping on the Internet.

Business-to-Business Internet Marketing.

Online Selling Strategies.

The Mechanics of Electronic Commerce.

PROVIDING WEB CONTENT.

The Content Site Visitor.

Strategies for Providing Content.

Legal and Ethical Issues.

Web Log Data.

NEW FUNCTIONS, NEW BUSINESSES.

The Digital Future.

Glossary.

Index.

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