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Librairie Eyrolles - Paris 5e
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Internet Marketing

Internet Marketing

Dave Chaffey

508 pages, parution le 01/10/2000

Résumé

This text 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.

Features

  • 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, marketplaces and relationships with business partners
  • Explores strategic approaches the businesses are using to exploit the Internet and describes the content of a typical Internet marketing plan
  • Describes practical details of implementing a web site including content, design, site promotion, measurement of site effectiveness and the development of e-commerce facilities
  • Provides examples of best practice in Internet marketing for both consumer and business-to-business marketing and reviews how this may change in the future.

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.

L'auteur - Dave Chaffey

Dave Chaffey, Dave Chaffey( www.davechaffey.com ) is a specialist E-marketing trainer, consultant and author. Recent in-company training and consulting assignments include 3M, BP, EMI (KPM Music), HSBC and Tektronix. He is E-marketing Director at marketing agency Ripe.

Autres livres de Dave Chaffey

Caractéristiques techniques

  PAPIER
Éditeur(s) Financial Times
Auteur(s) Dave Chaffey
Parution 01/10/2000
Nb. de pages 508
Format 19 x 24,6
Couverture Broché
Poids 1011g
Intérieur Noir et Blanc
EAN13 9780273643098

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