Internet Marketing Intelligence

This text comprehensively documents the resources, delineates the tools, and demonstrates the techniques that students can utilize when conducting marketing research through the Internet. It demonstrates when, where and how the Internet can assist marketing practitioners in their essential tasks of gathering, evaluating and applying marketing intelligence. Unlike other texts in this area, "Internet Marketing Intelligence" expands on a field yet to be fully explored by other texts, providing in depth coverage of online market research concepts and techniques that help experienced marketing students obtain timely and accurate information necessary to orchestrate the marketing mix. Information rich, accessible, and relevant, "Internet Marketing Intelligence" is an essential handbook written for an era in which Internet savvy, and not just marketing know-how, are paramount for marketing success. "Internet Marketing Intelligence" is a specialized, practically focused 'how-to' guide for Marketing.