INMA_A01.QXD
Practitioners There is also much of relevance in this book for marketing practitioners, including: marketing managers or speci ...
Mini case studies: short features which give a more detailed example, or explanation, than is practical in the main text. They ...
xxii Guided tour Learning objectives After reading this chapter, the reader should be able to: Evaluate the relevance of the In ...
GUIDED TOUR keting their products will vary markedly according to product type. In some, such as carsThe figure suggests that th ...
xxiv Guided tour continued Summary 1 This chapter has focused on online consumers and e-retailers and in doing so hasintroduced ...
Dave ChaffeyBSc, PhD, MCIM, MIDM Dave Chaffey (www.davechaffey.com) is an Internet marketing trainer and consultant for Marketin ...
CHAPTER 00· THE CHAPTER TITLE GOES HERE xxvi I am fortunate to have shared my journey of understanding how the Internet can be h ...
the Information Age – International Benchmarking Study 2004, reproduced under the terms of the Click-Use Licence (DTI 2004); Fig ...
http://mysolar.cat.com/cda/layout?m=6637&x=7 reprinted by permission of Solar Turbines; Table 11.3 adapted from T. S. H. Teo ...
Part 1 introduces Internet marketing in the context of the marketing concept and evaluates linkages to related concepts such as ...
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Learning objectives After reading this chapter, the reader should be able to: Evaluate the relevance of the Internet to the cu ...
How significant is Internet marketing to businesses today? The answer as always, is ‘it depends’. The relative importance of the ...
This book explains how organisations can develop plans to manage all the different ways in which the Internet can be applied to ...
Our changing media consumption Although the importance of the Internet varies for different organisations, what all share is cha ...
But has this change in media consumption been reflected in changes in advertising expenditure using different media? Figure 1.3 ...
The figure suggests that the way companies should use digital technologies for mar- keting their products will vary markedly acc ...
well as other digital media such as wireless or mobile and media for delivering digital television such as cable and satellite. ...
Digital marketing defined Digital marketingis yet another term similar to Internet marketing. We use it here, because it is a te ...
needs to be based on developing customer insightby researching their characteristics, behaviour, what they value and what keeps ...
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