Internet Marketing: Strategy, Implementation and Practice / Edition 4

Paperback (Print)
Rent
Rent from BN.com
$28.84
(Save 83%)
Est. Return Date: 09/12/2014
Buy Used
Buy Used from BN.com
$105.55
(Save 39%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $11.11
Usually ships in 1-2 business days
(Save 93%)
Other sellers (Paperback)
  • All (14) from $11.11   
  • New (1) from $84.17   
  • Used (13) from $11.07   

Overview

Internet Marketing, Strategy, Implementation and Practice (4th edition)

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.

This text comes with a wealth of online resources to be found at www.pearsoned.co.uk/chaffey with links to video material on YouTube and FT.com. The site also comes with multiple choice questions for every chapter and annotated weblinks, providing a rich learning experience.

'Chaffey builds upon what is already the "first stop" for anyone wanting to get to grips with Internet and Digital marketing. Using a systematic approach, ...this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline.'

Ian Harris, Digital Marketer

(BSc, PhD)

'Dave Chaffey succeeds where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. ...Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author.'

Dr Ruth Rettie
Senior Lecturer,
Kingston University, London

'He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Internet Marketing. ...Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!'

Dr Ellen Hertzberg

Hedmark University College, Norway, and Bangkok University Graduate School, Thailand

'Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. He is really paving the way to the future of the e-marketing body of knowledge.'

Professor Ivo Pezzuto

Principal Management Consultant, and Senior Professor of Marketing and Strategy,
Swiss Management Center

Dave Chaffey (www.davechaffey.com) is an Internet Marketing trainer and consultant for Marketing Insights Ltd. He is a lecturer on e-marketing courses at Cranfield and Warwick universities and the Institute of Direct Marketing.

Fiona Ellis-Chadwick is a Lecturer in Marketing at the Business School at Loughborough University and is a member of the Marketing and Retailing Research Group.

Richard Mayer is a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications.

Kevin Johnston is a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce.

Read More Show Less

Product Details

  • ISBN-13: 9780273717409
  • Publisher: Prentice Hall
  • Publication date: 4/8/2009
  • Edition description: Older Edition
  • Edition number: 4
  • Pages: 736
  • Product dimensions: 7.60 (w) x 10.30 (h) x 1.10 (d)

Meet the Author

Dave Chaffey (www.davechaffey.com) is an Internet marketing trainer and consultant for Marketing Insights Limited. He is a lecturer on e-marketing courses at Cranfield and Warwick Universities and the Institute of Direct Marketing. Dave has been recognised by the CIM as one of the 50 marketing 'gurus' worldwide who have shaped the future of marketing.

Fiona Ellis-Chadwick is a lecturer in Marketing at the Business School at Loughborough University and is a member of the Marketing and Retailing Research Group. Her work has been published in Journal of Business Research, International Journal of Retail Distribution and Management, European Journal of Marketing, Internet Research, and Journal of Retailing and Consumer Services.

Richard Mayer is a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications. He is also the Director of his own Marketing Training Company, specialising in Strategic Marketing, Business to Business Marketing and Marketing Communications.

Kevin Johnston is a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce. He previously lectured at the University of Derby, where he created one of the UK’s first e-commerce degree programmes.

Read More Show Less

Table of Contents

PART I: INTERNET MARKETING FUNDAMENTALS

1. Introducing Internet marketing

2. The Internet micro-environment

3. The Internet macro-environment

PART II: INTERNET STRATEGY DEVELOPMENT

4. Internet marketing strategy

5. The Internet and the marketing mix

6. Relationship marketing using the Internet

PART III: INTERNET MAKKETING: IMPLEMENTATION & 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

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)