Internet Marketing, 3rd edition
Strategy, Implementation & Practice
By Dave Chaffey, et al.
August 2008
Distributed by Trans-Atlantic Publications
Financial Times / Prentice Hall
ISBN: 9780273694052
550 Pages, Illustrated
$110.00 Paper Original
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.
ContentsPart I- Internet marketing fundamentals
CHAPTER 1 Introduction to Internet marketing
CHAPTER 2 The Internet micro-environment
CHAPTER 3 The Internet macro-environment
Part II- Internet strategy development
CHAPTER 4 Internet marketing strategy
CHAPTER 5 The Internet marketing mix
CHAPTER 6 Relationship marketing using the Internet
Part III-Internet marketing: implementation and practice
CHAPTER 7 Delivering online service quality
CHAPTER 8 Interactive marketing communications
CHAPTER 9 NEW NAME! Improving E-Marketing Performance
CHAPTER 10 Business-to-Consumer Internet marketing
CHAPTER 11 Business-to-Business Internet Marketing
Features
- Comprehensive coverage of all the major aspects of marketing on the internet., including internet marketing communcations, relationship marketing on the internet, and online service quality
- Improved four colour design to increase clarity and ease readability
- Greater focus on strategy and development, with a revised chapter on Improving E-Marketing Performance.
- Excellent resources for student and lecturer within the OneKey course management system, including an interactive student study guide.