Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000004483750 | HF5415.1265 I57 2000 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
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;*explo
Table of Contents
| Part I Internet Marketing Fundamentals |
| 1 Introduction to Internet marketing |
| 2 Key elements of internet marketing |
| 3 How does it work? |
| 4 Finding information on the Internet |
| Part II Strategy Development |
| 5 Alternative strategy approaches |
| 6 Key elements of strategy |
| 7 Integrating the Internet strategy |
| 8 Setting the marketing communications mix |
| Part III Strategy Implementation |
| 9 Creating and building the web site |
| 10 Web site promotion |
| 11 Direct marketing techniques |
| 12 Electronic commerce |
| 13 Maintaining and managing the web site |
| Part IV Practice |
| 14 Services marketing |
| 15 Business-to-business marketing |
| 16 Business-to-consumer marketing |
