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Internet Marketing : Strategy, Implementation and Practice,9780273717409
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Internet Marketing : Strategy, Implementation and Practice

by ; ; ;
Edition:
4th
ISBN13:

9780273717409

ISBN10:
0273717405
Format:
Paperback
Pub. Date:
3/25/2009
Publisher(s):
Prentice Hall
List Price: $173.60

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Summary

"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."--BOOK JACKET.

Author Biography

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.

Table of Contents

Internet Marketing Fundamentals
Introducing Internet marketing
The Internet micro-environment
The Internet macro-environment
Internet Strategy Development
Internet marketing strategy
The Internet and the marketing mix
Relationship marketing using the Internet
Internet Makketing: Implementation & Practice
Delivering the online customer experience
Campaign planning for digital media
Marketing communications using digital media channels
Evaluation and improvement of digital channel performance
Business-to-consumer Internet marketing
Business-to-business Internet marketing
Table of Contents provided by Publisher. All Rights Reserved.


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