Online Marketing
A Customer-Led Approach
Published on 15. March 2007
Book
Paperback/Softback
560 pages
978-0-19-926585-5 (ISBN)
Description
Online Marketing: A Customer Led Approach provides an excellent and stimulating balance between theory and practice by recognising the advantages and drawbacks of doing business online. The text is deeply embedded in traditional marketing concepts and examines their evolution as we understand more from online customer experiences. The authors believe that, despite the availability of new online tools, the customer should remain the central focus in all transactions and experiences.
Supported by contemporary mini-cases, case studies and expert opinion from leading practitioners, the text comprehensively covers:
BL the changing online environment
BL online planning and evolving business models
BL application of ICT to achieve marketing objectives
BL changing online elements of the marketing mix
BL legal aspects impacting on online marketers
Online Marketing: A Customer-Led Approach thus provides a comprehensive account of the most up-to-date issues facing the developing world of internet marketing.
ONLINE RESOURCE CENTRE
For lecturers: PowerPoint slides for each chapter; advice on case questions and end-of-chapter exercises.
For students: extra case material and students self-assessment questions.
Supported by contemporary mini-cases, case studies and expert opinion from leading practitioners, the text comprehensively covers:
BL the changing online environment
BL online planning and evolving business models
BL application of ICT to achieve marketing objectives
BL changing online elements of the marketing mix
BL legal aspects impacting on online marketers
Online Marketing: A Customer-Led Approach thus provides a comprehensive account of the most up-to-date issues facing the developing world of internet marketing.
ONLINE RESOURCE CENTRE
For lecturers: PowerPoint slides for each chapter; advice on case questions and end-of-chapter exercises.
For students: extra case material and students self-assessment questions.
More details
Language
English
Place of publication
Oxford
United Kingdom
Target group
College/higher education
Undergraduates and Masters/MBA students taking a module in Internet Marketing, E-Marketing, E-Commerce or E-Business.
Illustrations
Numerous colour illustrations, tables, and figures
Dimensions
Height: 245 mm
Width: 189 mm
Thickness: 23 mm
Weight
1034 gr
ISBN-13
978-0-19-926585-5 (9780199265855)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Richard Gay is a lecturer in Direct Marketing at Newcastle Business School, Northumbria University.
Alan Charlesworth is a senior lecturer in marketing and e-marketing at the University of Sunderland
Dr Rita Esen is a Cyber Law Consultant and Visiting Lecturer at Durham University.
Alan Charlesworth is a senior lecturer in marketing and e-marketing at the University of Sunderland
Dr Rita Esen is a Cyber Law Consultant and Visiting Lecturer at Durham University.
Content
1. Principles and Drivers of the New Marketing Environment ; 2. Strategy and Models for the Virtual World ; 3. Online Marketing Planning Issues ; 4. Online Marketing Research - Principles and Practice ; 5. Online Buyer Behaviour ; 6. Positioning for Traffic and Profit. Search Engine Optimisation ; 7. Permission and Personalisation Online ; 8. Website Development - Design and Content ; 9. The Online Product ; 10. Pricing Issues on the Web ; 11. Online Communication Tools ; 12. Online Distributuion and Procurement ; 13. Online Marketing Legal Issues