Internet Marketing: Strategy, Implementation and Practice

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Edition Number: 2 Language: English
Publication Year: 2003 Format: Paperback
ISBN:

9780273658832

EAN:

9780273658832

Internet Marketing: Strategy, Implementation and Practice

Product Details

Synopsis
A comprehensive guide to the strategy, implementation and practice of Internet Marketing.

Product Identifiers
ISBN-10 0273658832
ISBN-13 9780273658832

Key Details
Author Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer
Number Of Pages 512 pages
Edition Description Revised
Format Paperback
Publication Date 2003-01-01
Language English
Publisher Pearson Education, Limited
Publication Year 2003

Additional Details
Edition Number 2
Copyright Date 2003
Illustrated Yes

Dimensions
Weight 33.9 Oz
Height 0.6 In.
Width 7.6 In.
Length 10.4 In.

Classification Method
LCCN 2002-066303
LC Classification Number HF5415.1265.I57 2002
Dewey Decimal 658.872
Dewey Edition 22

Table Of Content
CHAPTER 1 Introduction to Internet marketing The Internet and the marketing concept 6Avoiding Internet marketing myopia 8Internet marketing defined 10E-marketing defined 10E-marketing 11E-commerce and e-business defined 15E-business defined 17Business or consumer model 19What benefits does the Internet provide for the marketer? 21A short introduction to Internet technology 28How does the Internet work? 30Web page standards 33Text information and data – XML (Extensible markup language) 34Internet access software applications 39From the Internet to intranets and extranets 40How do Internet marketing communications differ from traditional marketing communications? 42Conversion marketing 51 CHAPTER 2 The Internet micro-environment Marketplace 51Competitive forces 51Examples of changes to the five forces 46Commoditisation 47From value chain to value network 54Value chain 55Restructuring the internal value chain 56Value Networks 58New channel structures 60Countermediation 63Location of trading in marketplace 63Commercial arrangement for transactions 65Business models in e-commerce 67Revenue models 70Organisational characteristics and capabilities 72Customers 73Assessing demand for e-commerce services 74(1) Internet access 74(2) Consumers influenced by using the online channel 80(3) Purchased online 83Online demand for business services 85Suppliers 88Competitors 88Intermediaries 92Types of portals 98Exercises and questions 101FURTHER READING 103WEB LINKS 104 CHAPTER 3 The Internet macro-environment Social and ethical factors 49Social exclusion 49Ethical issues of Internet usage 51Privacy and trust 52Technological factors 67Alternative digital technologies 72Mobile or wireless access devices 72Interactive Digital Television 79Security 88Principles of secure systems 89Approaches to developing secure systems 89Symmetric encryption 90Asymmetric encryption 91Virtual Private Network 93Current approaches to E-commerce security 93Hackers and viruses 96Alternative payment systems 98Payment systems 98Reassuring the customer 102Economic factors 102Globalisation 104Political and Legal factors 109Internet governance 111Taxation 113Tax jurisdiction 114Freedom restrictive legislation 115Summary 116FURTHER READING 120Web site links 121 CHAPTER 4 Internet marketing strategy An integrated Internet marketing strategy 170Is a separate Internet marketing strategy needed? 171A generic strategic approach 173Situation review 177Internal audit or analysis 179Stage models of the online presence 180External audits or analysis 185Demand analysis 186Competitor analysis 189Intermediary analysis 190Assessing opportunities and threats 190Goal setting 191The online revenue contribution 198Strategy formulation 203Decision 1 Target marketing strategy 204Decision 2 Differentiation and positioning 207The online value proposition 211Michael Porter’s views on differentiation 213Decision 3 Resourcing – Internet marketing prioritisation 215Assessing different Internet projects 219Decision 4 Customer relationship management priorities and financial control 221Decision 5 Market and product development strategies 225Decision 6 Business and revenue models 229Decision 7 Organisational structures 231Internal structures 232Links with other organisations 235Decision 8 Channel structure modifications 236Technological integration 237 CHAPTER 5 The Internet marketing mix Introduction 168Product 170The Internet and branding 178Brand identity 182Options for changing brand identity online 183Price 1861. Increased price transparency. 1872. Downward pressure on price. 1893. New pricing approaches (including auctions) 1934. Alternative pricing structure or policies. 196Place 1991. Place of purchase. 200Localisation 2022. New channel structures 2033. Channel conflicts 2044. Virtual organisations. 207Promotion 209People, process and physical evidence 212 CHAPTER 6 Relationship marketing using the Internet

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