9780199265855

Online Marketing A Customer-Led Approach

by ; ;
  • ISBN13:

    9780199265855

  • ISBN10:

    0199265852

  • Format: Paperback
  • Copyright: 2007-09-27
  • Publisher: Oxford University Press

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Supplemental Materials

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
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Summary

Online Marketing: A Customer Led Approach provides an excellent and stimulating balance between theory and practice by recognising the advantages and drawbacks of doing business online. The text is deeply embedded in traditional marketing concepts and examines their evolution as we understandmore from online customer experiences. The authors believe that, despite the availability of new online tools, the customer should remain the central focus in all transactions and experiences. Supported by contemporary mini-cases, case studies and expert opinion from leading practitioners, the text comprehensively covers: BL the changing online environment BL online planning and evolving business models BL application of ICT to achieve marketing objectives BL changing online elements of the marketing mix BL legal aspects impacting on online marketers Online Marketing: A Customer-Led Approach thus provides a comprehensive account of the most up-to-date issues facing the developing world of internet marketing. ONLINE RESOURCE CENTRE For lecturers: PowerPoint slides for each chapter; advice on case questions and end-of-chapter exercises. For students: extra case material and students self-assessment questions.

Author Biography


Richard Gay is a lecturer in Direct Marketing at Newcastle Business School, Northumbria University. Alan Charlesworth is a senior lecturer in marketing and e-marketing at the University of Sunderland Dr Rita Esen is a Cyber Law Consultant and Visiting Lecturer at Durham University.

Table of Contents

Principles and Drivers of the New Marketing Environment
Strategy and Models for the Virtual World
Online Marketing Planning Issues
Online Marketing Research - Principles and Practice
Online buyer behaviour
Positioning for Traffic and Profit
Search Engine Optimisation
Permission and Personalisation Online
Web site Development - Design and Content
The online Product
Pricing Issues on the Web
Online Communication Tools
Online Distributuion and Procurement
Online Marketing Legal Issues
Table of Contents provided by Publisher. All Rights Reserved.

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