- Paperback: 528 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (6 April 2000)
- Language English
- ISBN-10: 0273643096
- ISBN-13: 978-0273643098
- Product Dimensions: 23.9 x 18.8 x 2.8 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 678,874 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
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.
From the Back Cover
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-
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;
explores strategic approaches that businesses are using to exploit the internet and describes the content of a typical marketing plan;
describes practical details of implementing a website 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.
The authors are all involved in teaching marketing at Derbyshire Business School, University of Derby including the BA (Hons) degree in internet marketing. Dave Chaffey and Richard Mayer are course directors for seminars from the Chartered Institute of Marketing on marketing concepts and their application to the internet. Specific research interests of the authors include- internet marketing strategies, measuring the effectiveness of internet marketing, internet-based retail marketing and ethical issues in internet marketing.
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Customer Reviews
Most Helpful Customer Reviews
24 of 28 people found the following review helpful
Both a fantastic reference guide and a good read! Each section is broken down into managable chunks and it offers a simple explanation to the fundamentals of internet marketing. The useful website reference at the end of each section is a constant supporting resource for me and I would not hesitate to recommend this book to anyone interested in getting their business online. Absolutely brilliant.
13 of 57 people found the following review helpful
La obra aporta una visión amplia y en profundidad de las implicaciones de Internet en la disciplina de marketing.
Tiene la ventaja de aunar aportaciones académicas, procedentes de los autores e investigadores más relevantes en el área, y contenidos útiles para la definición de estrategias en la práctica del marketing en Internet.
Muy recomendable, tanto para estudiantes, como para profesionales.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
3 reviews
6 of 7 people found the following review helpful
I met the authors. Buy the book now.
21 Nov 2001
I met the authors of this book and i highly reccommend to anyone who wishes to learn more about Internet Marketing to buy it. Dr Dave Chaffey - one of the authors of this book was my lecturer in E-Commerce Communications and my supervisor during my thesis. His knowledge, research and academic background on the subject will provide you the most essential tools to understand what Internet Marketing is all about. Don't think about missing this opportunity. The book is well structured, written in simple english and contains excellent examples of how the major e-commerce players in the market use Internet marketing to promote their products. This book is a must. Excellent value for money.
The best book about Internet Marketing!
26 Oct 2001
It's the best book on this topic I've seen.
Very well structured, reviewing all the essential aspects of the problem, this book is really the best choice for marketers.
I'd like to recommend "Internet Marketing" as the only real useful book about Internet Marketing.
Very well structured, reviewing all the essential aspects of the problem, this book is really the best choice for marketers.
I'd like to recommend "Internet Marketing" as the only real useful book about Internet Marketing.
2 of 19 people found the following review helpful
The best book ever
27 July 2005
I'm wondering what you'd found in this book?
This book is simply no more a bunch of cabbage than any other dumb thing I've been stuffed.
Boo !
This book is simply no more a bunch of cabbage than any other dumb thing I've been stuffed.
Boo !
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