Internet Marketing: Strategy, Implementation and Practice [Paperback]

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.

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.

• 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.