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Internet Marketing: Strategy, Implementation and Practice (Financial Times (Prentice Hall)) Paperback – 8 Dec 2008

4.3 out of 5 stars 39 customer reviews

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Digital Marketing
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Product details

  • Paperback: 736 pages
  • Publisher: Financial Times/ Prentice Hall; 4 edition (8 Dec. 2008)
  • Language: English
  • ISBN-10: 0273717405
  • ISBN-13: 978-0273717409
  • Product Dimensions: 19.3 x 3 x 26.2 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (39 customer reviews)
  • Amazon Bestsellers Rank: 100,495 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

"Well known for his practical online marketing advice, Dave Chaffey (http://www.smartinsights.com) has helped tens of thousands of UK businesses improve their Digital Marketing through his bestselling books, workshops and consulting.

Get free updates on the latest developments in Digital Marketing from Dave on his SmartInsights.com portal via Email, Twitter, RSS or Facebook.

He is proud to have been recognized by the Department of Trade and Industry as one of the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years. Dave has also been recognised by the Chartered Institute of Marketing as one of 50 marketing 'gurus' worldwide who have shaped the future of Marketing.

Dave is Director of Marketing Insights Limited (www.marketing-insights.co.uk) and has advised companies including 3M, BP, Euroffice.

Product Description

From the Back Cover

 

 

Internet Marketing, Strategy, Implementation and Practice (4th edition)

 

Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe’s top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world.

 

In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new 'Digital Marketing in Practice' interview.

 

This text comes with a wealth of online resources to be found at www.pearsoned.co.uk/chaffey with links to video material on YouTube and FT.com. The site also comes with multiple choice questions for every chapter and annotated weblinks, providing a rich learning experience.

 

'Chaffey builds upon what is already the "first stop" for anyone wanting to get to grips with Internet and Digital marketing.  Using a systematic approach, ...this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline.'

Ian Harris, Digital Marketer

(BSc, PhD)

 

'Dave Chaffey succeeds where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. ...Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author.'

Dr Ruth Rettie
Senior Lecturer,
Kingston University, London

 

 

'He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Internet Marketing. ...Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!'

Dr Ellen Hertzberg

Hedmark University College, Norway, and Bangkok University Graduate School, Thailand

'Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. He is really paving the way to the future of the e-marketing body of knowledge.'

Professor Ivo Pezzuto

Principal Management Consultant, and Senior Professor of Marketing and Strategy,
Swiss Management Center

Dave Chaffey (www.davechaffey.com) is an Internet Marketing trainer and consultant for Marketing Insights Ltd. He is a lecturer on e-marketing courses at Cranfield and Warwick universities and the Institute of Direct Marketing.

Fiona Ellis-Chadwick is a Lecturer in Marketing at the Business School at Loughborough University and is a member of the Marketing and Retailing Research Group.

Richard Mayer is a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications.

Kevin Johnston is a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce.

About the Author

Dave Chaffey (www.davechaffey.com) is an Internet marketing trainer and consultant for Marketing Insights Limited. He is a lecturer on e-marketing courses at Cranfield and Warwick Universities and the Institute of Direct Marketing. Dave has been recognised by the CIM as one of the 50 marketing 'gurus' worldwide who have shaped the future of marketing.

Fiona Ellis-Chadwick is a lecturer in Marketing at the Business School at Loughborough University and is a member of the Marketing and Retailing Research Group. Her work has been published in Journal of Business Research, International Journal of Retail Distribution and Management, European Journal of Marketing, Internet Research, and Journal of Retailing and Consumer Services.

Richard Mayer is a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications. He is also the Director of his own Marketing Training Company, specialising in Strategic Marketing, Business to Business Marketing and Marketing Communications.

Kevin Johnston is a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce. He previously lectured at the University of Derby, where he created one of the UK’s first e-commerce degree programmes.


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Customer Reviews

4.3 out of 5 stars
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Top Customer Reviews

Format: Paperback Verified Purchase
Having worked in web and digital marketing for 15 years, I'm quite an expert myself. I bought this book for my daughter (it's a reference work for the Chartered Institute of Marketing course on Digital Marketing). Now she can learn everything I learned in 15 years, just by studying one book. So can you.

It's comprehensive, well written, well structured. Very pedagogical. It's not lightweight by any means, but the information is presented in a very digestible way. The structure of each section is "In this section you will learn XYZ. This is XYZ. Now you have learnt XYZ." - i.e. presentation, explanation, summary.

I highly recommend this book for anyone wanting to learn about digital marketing (check the contents list to see what it covers).
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The authorial team have produced an extremely readable, authoritative, practical, wide ranging and illuminating description of how Internet marketing can be planned and executed. It is studded with good examples, technique and advice. It's even better in this new edition
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Format: Paperback
Studying Digital marketing at CIM and this is one of the course texts. Cannot reccommend more highly. Simple to follow, and really useful. A must have for wannabe online marketers!
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Format: Paperback
Don't read this book if you want a superficial understanding on digital marketing - it's more an academic resource which places Internet into the wide marketing landascape as a medium, promotion tool, distribution channel, and language/cultural factor itself. The book comes with URLs and references to external resources for updates and best practices. It is definetely a good manual for developing satisfactory to successful (depending on one's own experience) digital plans.
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Format: Paperback
I am amazed how full of information is this book ! It's worth buying it because it enlightens you about marketing online , giving a lot of examples. It's not only theory but also practice with a lot of links to different websites that are useful to understand or study a certain matter.High professional in my opinion.
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I won't recommend to anyone to buy this version of this book, not because the book is not a great book, but because it is advisable to buy the up to date version of the Dave Chaffey book, called Digital Marketing, instead of Internet Marketing, which is almost totally out of date. The reason is that internet marketing has evolved quite rapidly and this version of the book does not contain fundamental information, like mobile marketing, new ideas on the marketing mix, analytics, and so on.
Nevertheless, The updated book, as it should be, is the right option, because the last edition is perhaps the best book on the market to grab the most advanced theory, principles and application in digital marketing.
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Format: Kindle Edition Verified Purchase
Excellent. Well structured, up to date material and links to additional resources. First book I've come across that's a practical go-to manual for marketers.
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Nice delivery and clearly a new book, although it arrived with a rip on the back cover.
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