Internet marketing : strategy, implementation, and practice / David Chaffey [and others].
Material type:
TextPublication details: Harlow, England ; New York : Financial Times Prentice Hall, 2000.Description: xix, 508 pages : illustrations ; 25 cmISBN: - 0273643096
- 9780273643098
- 9780582381193
- 658.8 CHA
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| Standard Loan | Clonmel Library Main Collection | 658.8 CHA (Browse shelf(Opens below)) | Available | R01201NKRCC | ||
| Standard Loan | Moylish Library Main Collection | 658.872 CHA (Browse shelf(Opens below)) | Available | R01204WKRCC | ||
| Standard Loan | Thurles Library Main Collection | 658.872 CHA (Browse shelf(Opens below)) | Available | R04677LKRCT | ||
| Standard Loan | Thurles Library Main Collection | 658.872 CHA (Browse shelf(Opens below)) | Available | R04673YKRCT | ||
| Standard Loan | Thurles Library Main Collection | 658.872 CHA (Browse shelf(Opens below)) | Available | R04674AKRCT |
Enhanced descriptions from Syndetics:
Internet Marketing is a comprehensive guide to how organisations can use the internet to support their marketing activities. Building on traditional marketing theory and concepts together with emerging academic literature, the book details a structured approach to applying the internet for marketing.The book is intended to support readers who are, or will be involved with using the internet in different capacities from integrating its use with existing marketing and communications strategies through to those involved with the creation and maintenance of web sites. It assumes no knowledge of the application of the Internet to marketing and basic concepts and terms are explained before exploring more advanced topics.Internet Marketing: *explains the key similarities and differences between marketing using the internet and other media;*shows how innovative companies are moving beyond 'static' brochureware pages to provide dynamic, interactive content to build personalised relationships with customers;*goes beyond the use of the web site as a communications tool to explain the impact of the internet on distribution channels, market places and relationships with business partners;*explo
Internet marketing fundamentals -- An introduction to internet marketing -- Key internet marketing concepts -- How does the internet work? -- Finding information on the internet -- Internet strategy development -- Internet marketing strategy -- The internet marketing plan -- Marketing channels, market structure and the internet -- Internet marketing: implementation and practice -- Creating and building the web site -- Web site promotion -- Relationship marketing using the internet -- Electronic commerce transactions -- Maintaining the web site and measuring internet marketing effectiveness -- Business-to-consumer internet marketing -- the retail example -- Business-to-business internet marketing -- The future of internet marketing.
Includes bibliographical references and indexes.
Table of contents provided by Syndetics
- Part I Internet Marketing Fundamentals
- 1 Introduction to Internet marketing
- 2 Key elements of internet marketing
- 3 How does it work?
- 4 Finding information on the Internet
- Part II Strategy Development
- 5 Alternative strategy approaches
- 6 Key elements of strategy
- 7 Integrating the Internet strategy
- 8 Setting the marketing communications mix
- Part III Strategy Implementation
- 9 Creating and building the web site
- 10 Web site promotion
- 11 Direct marketing techniques
- 12 Electronic commerce
- 13 Maintaining and managing the web site
- Part IV Practice
- 14 Services marketing
- 15 Business-to-business marketing
- 16 Business-to-consumer marketing