- Paperback: 512 pages
- Publisher: Financial Times/ Prentice Hall; 2 edition (1 Nov 2002)
- Language English
- ISBN-10: 0273658832
- ISBN-13: 978-0273658832
- Product Dimensions: 26.2 x 19.4 x 2 cm
- Average Customer Review: 3.0 out of 5 stars See all reviews (2 customer reviews)
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Amazon Bestsellers Rank:
160,317 in Books (See Top 100 in Books)
- #27 in Books > Business, Finance & Law > Sales & Marketing > Multi-level
- See Complete Table of Contents
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Product Description
Product Description
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.
From the Back Cover
CHAFFEY, MAYER, JOHNSON & ELLIS-CHADWICK: INTERNET MARKETING, 2/E
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.
New to this edition:
- A revised structure providing a clear sequence to the stages of strategy development and implementation
- A new chapter on how the Internet can be used to vary the marketing mix
- New chapters on the micro- and macro-environment for the Internet, providing a foundation for strategy development
- Strategy chapter has been updated to reflect latest thinking
- Greater detail on Internet marketing communications, including the latest techniques, such as pay-per-click search engines and viral marketing
- New case studies
- Relationship marketing chapter now takes a CRM-orientated approach
- New, four-colour design to improve clarity
- A Companion Website at www.booksites.net/chaffey includes study material designed to help you improve your understanding, extensive links to useful websites and an online glossary.
- Dave Chaffey is a senior examiner for the Chartered Institute of Marketing e-marketing professional development award and continues to lecture at the universities of Derby, Leeds and Warwick. He is also the director of a consultancy advising on e-marketing strategy and execution.
Richard Mayer lectures in marketing at the Derbyshire Business School, University of Derby and is a course director for practitioner seminars from the Chartered Institute of Marketing on marketing concepts and their application to the Internet.
Kevin Johnston is currently a consultant, training clients in the UK and abroad to use information management tools. He has been published in several marketing journals and previously worked as a senior lecturer at the Derbyshire Business School, University of Derby, where he created one of the UK’s first e-commerce degree programmes.
Fiona Ellis-Chadwick lectures in retailing and e-commerce at Loughborough University Business School. Her research interests focus on the impact of e-commerce in consumer and industrial markets, online customer relationship management and strategic implications of adoption of the Internet to business management. She has published in a number of marketing and retailing journals and has wide experience in the retail industry.
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 to be extremely useful for practitioners wishing to update their e-marketing skills.
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful:
5.0 out of 5 stars
Fantastic resource,
By
This review is from: Internet Marketing: Strategy, Implementation and Practice (Paperback)
For me this book is not just a case of reading and catch-up. I use this book in my profession and as a tool to help define the e-marketing strategy for a large UK company that is in the top teir in what it does. What I love about this book is its ability to communicate complex subject in simple, concise and clear language. The novice to the expert will find this a great resoruce.
Its well reaserached, thorough, great real world examples and is a good invement for any one taking online marketing seriously. Regards
0 of 1 people found the following review helpful:
1.0 out of 5 stars
bad experience in Amazon ever since,
By
This review is from: Internet Marketing: Strategy, Implementation and Practice (Paperback)
I have placed this order a month ago, and recieved a e-mail from Amazon to say this item would be delived to my place nolater than 21 May. As the book didn't arrive at the due time, I then sent e-mails to both the seller and Amazon with the hope that they would help, however, no single word replyed until now. I have to say, this is really really a terible experience.
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