Internet Marketing / Edition 1

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Overview

GET STREET SMART WITH THE WALL STREET JOURNAL!

With the purchase of Internet Marketing, students get access to the Interactive Journal for the duration of the course! And a complimentary 10 week subscription to the print edition of the Wall Street Journal.

The Wall Street Journal contains articles and activities that put the reader at the cutting-edge of today's marketing world. From award-winning reports about current practices, to a goldmine of resources for research and advice on career development, the Journal offers essential tools for marketing success!

Best of all, the Internet Marketing Web site integrates the rich variety of learning and career development opportunities of the Journal with chapter learning activities.

For complete details on accessing your Wall Street Journal print and Interactive Journal through the Hofacker Web site, see the Password Registration card enclosed in this book.

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Editorial Reviews

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)
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)
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Product Details

  • ISBN-13: 9781892497000
  • Publisher: Digital Springs, Incorporated
  • Publication date: 1/28/1999
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 164

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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