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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 UKs 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.|