| Description |
xix,508 pages : illustrations ; 25 cm |
| Contents |
Part 1: Internet marketing fundamentals -- 1. An introduction to Internet marketing -- 2. Key Internet marketing concepts -- 3. How does the Internet work? -- 4. Finding information on the Internet -- Part 2: Internet strategy development -- 5. Internet marketing strategy -- 6. The internet marketing plan -- 7. Marketing channels, market structure and the internet -- Part 3: Internet marketing: implementation and practice -- 8. Creating and building the web site -- 9. Web site promotion -- 10. Relationship marketing using the Internet -- 11. Electronic commerce transactions -- 12. Maintaining the web site and measuring Internet marketing effectiveness -- 13. Business-to-consumer Internet marketing - The retail example -- 14. Business-to-business Internet marketing -- 15. The future of Internet marketing |
| Summary |
Internet Marketing is a 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 |
| Notes |
Supplementary materials are available at web site |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Internet.
|
|
Internet marketing.
|
| Author |
Mayer, Richard, author
|
|
Johnston, Keven, author
|
|
Ellis-Chadwick, Fiona, author
|
| LC no. |
00022942 |
| ISBN |
0582381193 (paperback) |
|
0273643096 (paperback) |
|
