Chaffey, Dave, 1963-
Internet marketing : strategy, implementation and practice / Dave Chaffey ... [et al.]. - 4th ed. - Harlow : Financial Times/Prentice Hall, c2009. - xxxi, 701 p. : ill ; 25 cm.
Includes bibliographical references and indexes.
Pt. 1. Internet marketing fundamentals. 1. An introduction to Internet marketing. 2. The Internet micro-environment. 3. The Internet macro-environment -- Pt. 2. Internet strategy development. 4. Internet marketing strategy. 5. The Internet and the marketing mix. 6. Relationship marketing using the Internet -- Pt. 3. Internet marketing: implementation and practice. 7. Achieving online service quality. 8. Interactive marketing communications. 9. Maintaining and monitoring the online presence. 10. Business-to-consumer Internet marketing. 11. Business-to-business Internet marketing.
A guide to how organizations can use the Internet to support their marketing activities. The text explains the key similarities and differences between marketing using the Internet and other media, and shows how innovative companies are beginning to provide dynamic, interactive content.
9780273717409
Internet marketing.
Internet.
Internet marketing : strategy, implementation and practice / Dave Chaffey ... [et al.]. - 4th ed. - Harlow : Financial Times/Prentice Hall, c2009. - xxxi, 701 p. : ill ; 25 cm.
Includes bibliographical references and indexes.
Pt. 1. Internet marketing fundamentals. 1. An introduction to Internet marketing. 2. The Internet micro-environment. 3. The Internet macro-environment -- Pt. 2. Internet strategy development. 4. Internet marketing strategy. 5. The Internet and the marketing mix. 6. Relationship marketing using the Internet -- Pt. 3. Internet marketing: implementation and practice. 7. Achieving online service quality. 8. Interactive marketing communications. 9. Maintaining and monitoring the online presence. 10. Business-to-consumer Internet marketing. 11. Business-to-business Internet marketing.
A guide to how organizations can use the Internet to support their marketing activities. The text explains the key similarities and differences between marketing using the Internet and other media, and shows how innovative companies are beginning to provide dynamic, interactive content.
9780273717409
Internet marketing.
Internet.