Internet marketing - Dave Chaffey

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.;- A revised structure providing a clear sequence to the stages of strategy development and implementation - A new chapter on how the Internet can be used to vary the marketing mix - New chapters on the micro and macro environment for the Internet, providing a foundation for strategy development - Strategy chapter has been updated to reflect latest thinking - Greater detail on Internet marketing communications, including the latest techniques, such as pay-per-click search engines and viral marketing - New case studies - Relationship marketing chapter now takes a CRM-orientated approach - New, four-colour design to improve clarity - Comprehensive web links