Cybermarketing

by Pauline Bickerton, Matthew Bickerton, Upkar Pardesi

Overview

'Cybermarketing' is a no-nonsense structured guide to using the Internet for marketing and is essential reading for all marketers and managers who need to know how to use the Internet to promote and sell their product.

This new edition both follows on the success of and adds significantly to the first edition by:

* Increasing the up to date case material
* Having a live Internet site to support the book
* Adding a collection of key URLs for market research purposes
* Adding a new section on marketing information systems
* More coverage on electronic direct and 1 to 1 marketing
* Covering intranets for Marcomms in more depth
* Building on 'Justifying the Business Case'
* Updated and expanded information on pricing and branding.

This new edition, confirms 'Cybermarketing' as both the most comprehensive and accessible guide to the net for marketing professionals at all levels.

Product Details

ISBN-13:	9781136412219
Publisher:	Taylor & Francis
Publication date:	06/01/2007
Sold by:	Barnes & Noble
Format:	eBook
Pages:	355
File size:	12 MB
Note:	This product may take a few minutes to download.

About the Author

Pauline Bickerton, Matthew Bickerton, Upkar Pardesi

Table of Contents

Chapter 1 Marketing with the Internet; Chapter 2 Finding out about your world and your market; Chapter 3 Researching your markets on the Internet; Chapter 4 Making your information system work; Chapter 5 Segmentation – establishing a niche in the global market; Chapter 6 Exploiting your global niche – the best marketing mix; Chapter 7 Promoting yourself online; Chapter 8 Producing your promotional materials online; Chapter 9 E-commerce – selling online; Chapter 10 Where is all this taking us?;

Editorial Reviews

A book/disk how-to guide for marketers and managers learning to use the Internet for marketing, for those with no knowledge of the Internet. Chapters on researching markets, building an information system, establishing a global niche, producing promotional materials, and integrating the Internet into everyday marketing contain chapter previews and summaries, and fact checklists. Includes appendices of tips for e-mail, netiquette, searching, and technical information. Disks contain a trial version of Netscape. Annotation c. by Book News, Inc., Portland, Or.

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