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Product Description
Online Marketing: A Customer Led Approach provides an excellent and stimulating balance between theory and practice by recognising the advantages and drawbacks of doing business online. The text is deeply embedded in traditional marketing concepts and examines their evolution as we understand more from online customer experiences. The authors believe that, despite the availability of new online tools, the customer should remain the central focus in all transactions and experiences. Supported by contemporary mini-cases, case studies and expert opinion from leading practitioners, the text comprehensively covers: BL the changing online environment BL online planning and evolving business models BL application of ICT to achieve marketing objectives BL changing online elements of the marketing mix BL legal aspects impacting on online marketers Online Marketing: A Customer-Led Approach thus provides a comprehensive account of the most up-to-date issues facing the developing world of internet marketing. ONLINE RESOURCE CENTRE For lecturers: PowerPoint slides for each chapter; advice on case questions and end-of-chapter exercises. For students: extra case material and students self-assessment questions.
About the Author
Richard Gay is a lecturer in Direct Marketing at Newcastle Business School, Northumbria University.
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Format:Paperback
This book cuts down to the basics of online marketing.i will highly recommend it for anyone in the e-marketing field!
2 of 3 people found the following review helpful
Format:Paperback
This is THE recommended text from the CIM for their e-marketing students. It has some good basic info about e-marketing, e-commerce etc. It is also well produced and very well presented.
BUT (and it is a big but)... it was published a few years ago in 2007 and many many of the concepts and case studies discussed date back to even earlier (1999-2006)... which of course makes them very out of date and in lots of cases no longer relevant today.
This is simply due to the date of publication.
So....if you want a basic intro to e-marketing, and a good account of the early growth of the WWW and commercial use of the Internet it's ok. Some of the ideas such as online market research are still current.
But if you want the latest thinking either wait for an updated reprint or look elsewhere.
BUT (and it is a big but)... it was published a few years ago in 2007 and many many of the concepts and case studies discussed date back to even earlier (1999-2006)... which of course makes them very out of date and in lots of cases no longer relevant today.
This is simply due to the date of publication.
So....if you want a basic intro to e-marketing, and a good account of the early growth of the WWW and commercial use of the Internet it's ok. Some of the ideas such as online market research are still current.
But if you want the latest thinking either wait for an updated reprint or look elsewhere.
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