Internet Marketing: Strategy, Implementation and Practice / Edition 2

Internet Marketing: Strategy, Implementation and Practice / Edition 2

by Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick
     
 

"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… See more details below

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.

Product Details

ISBN-13:
9780273658832
Publisher:
Financial Times Management
Publication date:
12/01/1902
Pages:
512
Product dimensions:
7.50(w) x 10.50(h) x 0.67(d)

Related Subjects

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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