Dave Chaffey

Publisher: Financial Times Press
Copyright: 2006
Format: Paper; 584 pp

ISBN-10:	0273694057
ISBN-13:	9780273694052

Our Price: £40.99
Status: Instock
Published: 06 Jul 2006

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.

Part 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

• 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.

• In-depth cases written specifically for this book illustrating best practices and the challenges of online marketing from well-known global e-businesses such as Amazon and eBay to European and Asian examples such as Tesco.com, dabs.com and startups such as Zopa.com.
• Updated to reference the full range of digital media that support Internet marketing including blogging, Really Simple Syndication (RSS), instant messaging, podcasting, digital TV and mobile marketing;
• More detail on understanding online buyer behaviour and the need to deliver effective online customer experiences consistent with this (Chapters 2);
• Updates on the legal constraints from data protection and privacy laws and accessibility legislation (Chapter 3);
• Additional coverage on the opportunities provided by technological developments in wireless and mobile media and broadband adoption (Chapter 3);
• Content on strategy updated to reflect latest thinking on customer-centric online marketing using customer personas and journeys as part of multi-channel marketing (Chapters 4 and 5);
• Chapter 6 on relationship marketing now has a electronic customer relationship management (E-CRM) oriented approach and includes more detail on techniques used by e-retailers and E-mail marketers such as Lifetime value and Recency-Frequency-Monetary (RFM) value analysis;
• Greater depth on online marketing communications techniques including affiliate marketing, search engine marketing, online PR and viral marketing (Chapter 8);
• Coverage on the latest approaches to using web analytics to measure and improve Internet marketing (Chapter 9).