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Internet Marketing: Strategy, Implementation and Practice / Edition 3
     

Internet Marketing: Strategy, Implementation and Practice / Edition 3

by Dave Chaffey
 

ISBN-10: 0273694057

ISBN-13: 9780273694052

Pub. Date: 09/04/2006

Publisher: Prentice Hall

A comprehensive guide to the strategy, implementation and practice of Internet Marketing.

Overview

A comprehensive guide to the strategy, implementation and practice of Internet Marketing.

Product Details

ISBN-13:
9780273694052
Publisher:
Prentice Hall
Publication date:
09/04/2006
Edition description:
Revised Edition
Pages:
584
Product dimensions:
7.62(w) x 10.38(h) x 0.91(d)

Related Subjects

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

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