Internet Marketing

Internet Marketing: Strategy, Implementation and Practice

The Internet has revolutionised marketing practice, connecting potential customers to businesses in a way never before possible. Today, with online audiences spending more time using price comparison sites, search engines and social networks, this text explains how marketers can find new and engaging ways of getting their message across. Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe's top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world. In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new 'Digital Marketing in Practice' interview.

Contents:

PART I: INTERNET MARKETING FUNDAMENTALS 1. Introducing Internet marketing 2. The Internet micro-environment 3. The Internet macro-environment PART II: INTERNET STRATEGY DEVELOPMENT 4. Internet marketing strategy 5. The Internet and the marketing mix 6. Relationship marketing using the Internet PART III: INTERNET MAKKETING: IMPLEMENTATION & PRACTICE 7. Delivering the online customer experience 8. Campaign planning for digital media 9. Marketing communications using digital media channels 10. Evaluation and improvement of digital channel performance 11. Business-to-consumer Internet marketing 12. Business-to-business Internet marketing