INMA_A01.QXD

An imprint of Additional student supportat http://www.pearsoned.co.uk/chaffey Internet Marketing: Strategy, Implementation and P ...

Internet Marketing Strategy, Implementation and Practice Visit the Internet Marketing, third editionCompanion Website at http:// ...

We work with leading authors to develop the strongest educational materials in business and management, bringing cutting-edge th ...

Third Edition Internet Marketing Strategy, Implementation and Practice Dave Chaffey Fiona Ellis-Chadwick Richard Mayer Kevin Joh ...

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Preface xiii Guided tour xxii About the authors xxv Acknowledgements xxvi 1 An introduction to Internet marketing 3 2 The Intern ...

INMA_A01.QXD 17/5/06 12:00 Page vi ...

vii Contents Preface xiii Guided tour xxii About the authors xxv INTERNET MARKETING FUNDAMENTALS ...

CONTENTS INTERNET STRATEGY DEVELOPMENT ...

INTERNET MARKETING: IMPLEMENTATION AND PRACTICE ...

CONTENTS x ...

xi 1 An introduction to Internet marketing Acknowledgements xxvi Links to other chapters Learning objectives / Questions for ma ...

Supporting resources Visitwww.pearsoned.co.uk/chaffeyto find valuable online resources. Companion Website for students
Web link ...

Introduction The Internet – opportunity and threat The Internet represents a tremendous opportunity. For customers, it gives a m ...

The Internet – new skills required? The aim of this text is to provide you with a comprehensive guide to the concepts, tech- niq ...

Specifically, this book addresses the following needs:
There is a need to know to what extent the Internet changes existing ma ...

Coverage on the latest approaches to using web analytics to measure and improve Internet marketing (Chapter 9).
Chapter 10 p ...

PREFACE xvii Figure 2Structure of the book Part 1 INTRODUCTION Part 2 STRATEGY Part 3 IMPLEMENTATION AND PRACTICE Chapter 1 Intr ...

Chapter 1 An introduction to Internet marketingintroduces using the Internet as part of customer-centric, multi-channel market ...

Part 3 Internet marketing: implementation and practice (Chapters 7–11) Part 3 of the book explains practical approaches to imple ...