Marketing on the Internet: Principles of On-Line Marketing

Marketing on the Internet: Principles of On-Line Marketing

by Judy Strauss, Raymond D. Frost, Raymond D. Frost
     
 

This book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet. It discusses the Net (1) for new products and services, (2) as both direct and indirect distribution channel, and (3) for marketing communications such as advertising, sales promotions, public relations and lead generation. See more details below

Overview

This book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet. It discusses the Net (1) for new products and services, (2) as both direct and indirect distribution channel, and (3) for marketing communications such as advertising, sales promotions, public relations and lead generation.

Product Details

ISBN-13:
9780130105851
Publisher:
Prentice Hall Professional Technical Reference
Publication date:
03/01/1999
Pages:
383
Product dimensions:
7.03(w) x 9.24(h) x 0.66(d)

Related Subjects

Table of Contents

I. ONLINE MARKETING PRELUDE.
1. Introduction to the Internet.
2. Internet User Characteristics and Behavior.
3. Online Research.
II. INTERNET MARKETING STRATEGIES.
4. Products and Pricing on the Net.
5. The Net as Distribution Channel.
6. Marketing Communications on the Net.
7. Relationship Marketing Through Online Strategies.
III. THE INTERNET MARKETING PLAN.
8. The Internet Marketing Plan.
Appendix A. The History and Technology of the Net.
Appendix B. Basic Online Search Procedures.
Appendix C. ESOMAR Guideline on Conducting Marketing and Opinion Research Using the Internet.
Appendix D. American Marketing Association Code of Ethics for Marketing on the Internet.
Glossary.
References.
Index.

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