Internet marketing

Strategy, implementation and pratice

Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick

512 pages, parution le 15/01/2003 (2^eme édition)

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Résumé

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.

L'auteur - Dave Chaffey

Dave Chaffey, Dave Chaffey( www.davechaffey.com ) is a specialist E-marketing trainer, consultant and author. Recent in-company training and consulting assignments include 3M, BP, EMI (KPM Music), HSBC and Tektronix. He is E-marketing Director at marketing agency Ripe.

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L'auteur - Fiona Ellis-Chadwick

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Sommaire

Introduction to Internet Marketing
The Internet Micro-Environment
The Internet macro-environment
Internet marketing strategy
The Internet marketing mix
Relationship marketing using the Internet
Delivering online service quality
Interactive marketing communications
Maintaining and monitoring the online presence
Business-to-Consumer Internet marketing
Business-to-Business Internet Marketing

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Dave Chaffey, Richard Mayer, Kevin Johnston, Fiona Ellis-Chadwick
Parution	15/01/2003
Édition	2^eme édition
Nb. de pages	512
Format	19,4 x 26,5
Couverture	Broché
Poids	951g
Intérieur	Quadri
EAN13	9780273658832