Internet Marketing: Strategy, Implementation and Practice

Internet Marketing: Strategy, Implementation and Practice

2.0 1
by Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick
     
 

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

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.

Product Details

ISBN-13:
9780273643098
Publisher:
Financial Times/Prentice Hall Books
Publication date:
08/28/2000
Pages:
528
Product dimensions:
7.44(w) x 9.69(h) x (d)

Related Subjects

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.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >

Internet Marketing: Strategy, Implementation and Practice 2 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
i would like to know what the text is and more information on the book with the help of excerpt but that is not available.Hope u provide me the excerpt so that i get more information.