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Further reading
Fill, C. (2005) Marketing Communications – Contexts, Contents and Strategies, 4th edn. Financial
Times/Prentice Hall, Harlow. The entire book is recommended for its integration of theory,
concepts and practice.
Novak, T. and Hoffman, D. (1997) New metrics for new media: towards the development of
web measurement standards, World Wide Web Journal, 2(1), 213–46. This paper gives
detailed, clear definitions of terms associated with measuring advertising effectiveness.
Zeff, R. and Aronson, B. (2001) Advertising on the Internet, 3rd edn. Wiley, New York. A compre-
hensive coverage of online banner advertising and measurement techniques and a more
limited coverage of other techniques such as e-mail-based advertising.
Web links
General Internet-marketing-related e-mail newsletters and portals
ClickZ (www.clickz.com). Has columns on e-mail marketing, e-mail marketing optimisa-
tion and e-mail marketing case studies.
DaveChaffey.com (www.davechaffey.com). A blog of links and articles about developments
in interactive communications structured according to the chapter in this book.
E-consultancy.com (www.e-consultancy.com). Best practice sections on different e-commu-
nications tools and newsletter features interviews with e-commerce practitioners.
Marketing Sherpa (www.marketingsherpa.com). Articles and links on Internet marketing
communications including e-mail and online advertising.
What’s New in Marketing (www.wnim.com). A monthly newsletter from the Chartered
Institute of Marketing including many e-marketing features.
WEB LINKS
