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Internet Marketing By Dave Chaffey

Internet Marketing
by Dave Chaffey

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A guide to how organizations can use the Internet to support their marketing activities. The text explains the key similarities and differences between marketing using the Internet and other media, and shows how innovative companies are beginning to provide dynamic, interactive content.
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Internet Marketing Summary

Internet Marketing: Strategy, Implementation and Practice by Dave Chaffey

Internet Marketing is a comprehensive guide to how organisations can use the internet to support their marketing activities. Building on traditional marketing theory and concepts together with emerging academic literature, the book details a structured approach to applying the internet for marketing.The book is intended to support readers who are, or will be involved with using the internet in different capacities from integrating its use with existing marketing and communications strategies through to those involved with the creation and maintenance of web sites. It assumes no knowledge of the application of the Internet to marketing and basic concepts and terms are explained before exploring more advanced topics.Internet Marketing: *explains the key similarities and differences between marketing using the internet and other media;*shows how innovative companies are moving beyond 'static' brochureware pages to provide dynamic, interactive content to build personalised relationships with customers;*goes beyond the use of the web site as a communications tool to explain the impact of the internet on distribution channels, market places and relationships with business partners;*explo

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Table of Contents

Part I: INTERNET MARKETING FUNDAMENTALS 1. Introduction to Internet marketing 2 Key elements of internet marketing 3 How does it work? 4 Finding information on the Internet Part II: STRATEGY DEVELOPMENT 5 Alternative strategy approaches 6 Key elements of strategy 7 Integrating the Internet strategy 8 Setting the marketing communications mix Part III: STRATEGY IMPLEMENTATION 9 Creating and building the web site 10 Web site promotion 11 Direct marketing techniques 12 Electronic commerce 13 Maintaining and managing the web site Part IV: PRACTICE 14 Services marketing 15 Business-to-business marketing 16 Business-to-consumer marketing.

Additional information

Internet Marketing: Strategy, Implementation and Practice by Dave Chaffey
Dave Chaffey
Used - Very Good
Pearson Education Limited
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.