Internet 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
  

• 5 Alternative strategy approaches
  
• 6 Key elements of strategy
  
• 7 Integrating the Internet strategy
  
• 8 Setting the marketing communications mix
  

• 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
  

• 14 Services marketing
  
• 15 Business-to-business marketing
  
• 16 Business-to-consumer marketing.