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| Internet Marketing: Strategy, Implementation and Practice, 3/E |
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Dave Chaffey
Publisher: Financial Times Press
Copyright: 2006
Format: Paper; 584 pp
| ISBN-10: | 0273694057 | | | ISBN-13: | 9780273694052 | |
 This title has been replaced by a newer edition. View the newer edition.
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New To This Edition
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- 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).
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