Internet Marketing: Strategy, Implementation And Practice

Chaffey, Dave,Mayer, Richard,Ellis-Chadwick, Fiona,Johnston, Kevin

ISBN 10: 0273694057 / ISBN 13: 9780273694052

Published by Pearson College Div, 2006

About this Item

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Bibliographic Details

• Title: Internet Marketing: Strategy, Implementation And Practice
• Publisher: Pearson College Div
• Publication Date: 2006
• Language: English
• ISBN 10: 0273694057
• ISBN 13: 9780273694052
• Binding: paperback
• Edition: 3rd Edition
• Condition: Good

About this title

Synopsis

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.

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