Internet marketing
Strategy, implementation and pratice
Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick
Résumé
Internet Marketing will be invaluable for 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 invaluable for practitioners wishing to update their e-marketing skills.
Internet Marketing is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of Internet marketing - environment analysis, strategy development and implementation. Building on the successful and widely regarded first edition, this second edition of Internet Marketing has a completely revised structure and streamlined content, increasing the marketing orientation of the text by decreasing technical background about the Internet.
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
L'auteur - Fiona Ellis-Chadwick
Autres livres de Fiona Ellis-Chadwick
Sommaire
- Introduction to Internet Marketing
- The Internet Micro-Environment
- The Internet macro-environment
- Internet marketing strategy
- The Internet marketing mix
- Relationship marketing using the Internet
- Delivering online service quality
- Interactive marketing communications
- Maintaining and monitoring the online presence
- Business-to-Consumer Internet marketing
- Business-to-Business Internet Marketing
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Prentice Hall |
Auteur(s) | Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick |
Parution | 15/01/2003 |
Édition | 2eme édition |
Nb. de pages | 512 |
Format | 19,4 x 26,5 |
Couverture | Broché |
Poids | 951g |
Intérieur | Quadri |
EAN13 | 9780273658832 |
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