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.
This text explains Internet marketing not as a list of ideas and techniques, but as part of a larger set of concepts and theories in the marketing discipline. Following an introduction to the internet, several chapters discuss internet user characteristics and behavior, online research, and marketing strategies such as product and pricing, the net as distribution channel, marketing communications, and relationship marketing through online strategies. The final chapter presents an internet marketing plan. Annotation c. Book News, Inc., Portland, OR (booknew.com)
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.