Internet Marketing: Strategy, Implementation and Practice
Financial Times, 2003 - Business & Economics - 484 pages
A guide to how organizations can use the Internet to support their marketing activities. The text explains the key similarities and differences between marketing using the Internet and other media, and shows how innovative companies are beginning to provide dynamic, interactive content.
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Internet marketing defined
Businesstoconsumer Internet marketing
What benefits does the Internet provide for
48 other sections not shown
achieve activities analysis approach assess banner advertising behaviour beneﬁts brand browser business-to-business buyers buying campaign channel Chapter competitive competitors consumers cookies cost customer relationship customer relationship management customer service database deﬁned difﬁcult direct marketing e-business e-commerce e-mail e-mail marketing e-marketing easyjet effectiveness electronic commerce example extranet Figure ﬁle ﬁnancial ﬁnd ﬁrst identiﬁed inﬂuence integrated Intemet interactive intermediaries Internet marketing Internet marketing strategy marketing communications marketing mix marketplace offer ofﬂine one-to-one marketing options organisation permission marketing personalisation portal proﬁle proﬁtability purchase relationship marketing response retail revenue search engine segments selling server service quality signiﬁcant speciﬁc stage suggest summarise suppliers target techniques tion traditional trafﬁc transactions types update users value chain value network visitors World Wide Web