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Internet Marketing: Strategy, Implementation and Practice / Edition 2

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Overview

"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.
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Product Details

  • ISBN-13: 9780273658832
  • Publisher: Financial Times Management
  • Publication date: 12/1/1902
  • Edition number: 2
  • Pages: 512
  • Product dimensions: 7.50 (w) x 10.50 (h) x 0.67 (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.

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Table of Contents

Pt. 1 Internet marketing fundamental 1

1 Introducing Internet marketing 2

2 The Internet micro-environment 48

3 The Internet macro-environment 127

Pt. 2 Internet strategy development 199

4 Internet marketing strategy 200

5 The Internet and the marketing mix 275

6 Relationship marketing using the Internet 329

Pt. 3 Internet marketing: implementation and practice 383

7 Delivering the online customer experience 386

8 Campaign planning for digital media 445

9 Marketing communications using digital media channels 502

10 Evaluation and improvement of digital channel performance 575

11 Business-to-consumer Internet marketing 618

12 Business-to-business Internet marketing 648

Glossary 668

Index 693

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