Internet marketing: strategy, implementation and practice
- 3rd
- New Delhi Pearson India Education Services Pvt. Ltd. 2021
- xxviii, 544 p.
Table of content
Part I: Internet marketing fundamentals Introduction to Internet marketing The Internet micro-environment The Internet macro-environment
Part II: Internet strategy development Internet marketing strategy The Internet marketing mix Relationship marketing using the Internet
Part III: Internet marketing: implementation and practice Delivering online service quality Interactive marketing communications NEW NAME! Improving E-Marketing Performance Business-to-Consumer Internet marketing Business-to-Business Internet Marketing
Internet Marketing is a comprehensive guide to how organisations can use the Internet to support their marketing activities and covers all aspects of the subject, from environmental analysis to strategy development and implementation. Now in its third edition, Internet Marketing is an invaluable resource for all students studying e-marketing, e-commerce or Internet marketing at second, third or postgraduate level, as well as specialist courses involving Internet marketing. It should also prove particularly useful for practitioners wishing to update their e-marketing skills.