Higher Ed. and Vocational >> Business and Economics >> Marketing >> E-Marketing

Internet Marketing: Strategy, Implementation and Practice, 3/e

Internet Marketing:  Strategy, Implementation and Practice,  3/e

  • Dave Chaffey
  • Author: Dave Chaffey
    • ISBN:9788131725191
    • 10 Digit ISBN:8131725197
    • Price:Rs. 1120.00
    • Pages:584
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    Internet Marketing is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of the subject, from environmental analysis to strategy development and implementation.

    Now in its third edition, Internet Marketing is an invaluable resource for all 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 particularly useful for practitioners wishing to update their e-marketing skills.

    Table of Content

    Part I: Internet marketing fundamentals
    1. Introduction to Internet marketing
    2. The Internet micro-environment
    3. The Internet macro-environment
    Part II: Internet strategy development
    1. Internet marketing strategy
    2. The Internet marketing mix
    3. Relationship marketing using the Internet
    Part III: Internet marketing: implementation and practice
    1. Delivering online service quality
    2. Interactive marketing communications
    3. NEW NAME! Improving E-Marketing Performance
    4. Business-to-Consumer Internet marketing
    5. Business-to-Business Internet Marketing

    Salient Features

    • Comprehensive coverage of all the major aspects of marketing on the internet., including internet marketing communcations, relationship marketing on the internet, and online service quality
    • Greater focus on strategy and development, with a revised chapter on Improving E-Marketing Performance.