A comprehensive guide to the strategy, implementation and practice of Internet Marketing.
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The authors have been highly successful in showing that they not only understand the relevant academic literature but are also familiar with the complexities of real life experienced by many practitioners. Dr Ahmad Jamal, Cardiff Business School
Comprehensive, up-to-date and practical in focus. Dr Lisa Harris, Brunel University
Internet Marketing: Strategy, Implementation and Practice, Third Edition provides a comprehensive guide to how organisations can use the Internet to support their marketing activities, and covers all aspects of Internet marketing — environment analysis, strategy development, and digital marketing campaign-planning and execution.
The book is based on emerging academic models and examples of best practice from leading experts in digital media. The practical knowledge developed through reviewing these concepts and practices will enable the reader to exploit the opportunities of marketing using the Internet while minimising risks.
New features in this edition include:
A Companion Website at www.pearsoned.co.uk/chaffey contains additional study materials for students, as well as extensive links to relevant websites and extra pedagogical resources designed for lecturers.
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.About the Author:
Part I- Internet marketing fundamentalsCHAPTER 1 Introduction to Internet marketingCHAPTER 2 The Internet micro-environmentCHAPTER 3 The Internet macro-environmentPart II- Internet strategy developmentCHAPTER 4 Internet marketing strategyCHAPTER 5 The Internet marketing mixCHAPTER 6 Relationship marketing using the InternetPart III-Internet marketing: implementation and practiceCHAPTER 7 Delivering online service qualityCHAPTER 8 Interactive marketing communicationsCHAPTER 9 NEW NAME! Improving E-Marketing PerformanceCHAPTER 10 Business-to-Consumer Internet marketingCHAPTER 11 Business-to-Business Internet Marketing
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Descrizione libro Prentice Hall, 2006. Soft cover. Condizione libro: New. 3rd Edition. It's a International Edition, Brand NEW, Shrink Wrapped, Paperback, Ships from multiple locations across the globe in 4-10 business days; delivered well within delivery estimates with Tracking. Choose Expedited Shipping for 3-6 Business DAY DELIVERY. ISBN and Cover page may differ from US Edition. International edition does not comes with CD/access code. Book cover may contain restrictions but it is absolutely legal to use, may be printed in black & white having similar contents as US edition. Best Customer Support. Please READ Description Carefully Before Buying. Occasionally, international textbooks may come with different exercises at the end of chapters. Codice libro della libreria 9788131725191
Descrizione libro Prentice Hall, 2006. Softcover. Condizione libro: Neu. Unbenutzte Restauflage Unbenutzt. Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. - "Internet Marketing "is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of the subject, from environmental analysis to strategy development and implementation. Now in its third edition, "Internet Marketing "is an invaluable resource for all students studying e-marketing, e-commerce or Internet marketing at second, third or postgraduate level, as well as specialist courses involving Internet marketing. It should also prove particularly useful for practitioners wishing to update their e-marketing skills. 550 pp. Englisch. Codice libro della libreria INF1000007059