This text 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.
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;
explores strategic approaches that businesses are using to exploit the internet and describes the content of a typical marketing plan;
describes practical details of implementing a website including content design, site promotion, measurement of site effectiveness and the development of e-commerce facilities;
provides examples of best practice in internet marketing for both consumer and business-to-business marketing and reviews how this may change in the future.
The authors are all involved in teaching marketing at Derbyshire Business School, University of Derby including the BA (Hons) degree in internet marketing. Dave Chaffey and Richard Mayer are course directors for seminars from the Chartered Institute of Marketing on marketing concepts and their application to the internet. Specific research interests of the authors include- internet marketing strategies, measuring the effectiveness of internet marketing, internet-based retail marketing and ethical issues in internet marketing.
