Internet Marketing: Strategy, Implementation and Practice (3rd Edition) [Paperback]

Dave Chaffey (Author)

Book Description

Publication Date: August 31, 2006 | ISBN-10: 0273694057 | ISBN-13: 978-0273694052 | Edition: 3

A comprehensive guide to the strategy, implementation and practice of Internet Marketing.

Editorial Reviews

From the Back Cover

The authors have been highly successful in showing that they not only understand the relevant academic literature but are also familiar with the complexities of real life experienced by many practitioners. Dr Ahmad Jamal, Cardiff Business School

Comprehensive, up-to-date and practical in focus. Dr Lisa Harris, Brunel University

 

Internet Marketing: Strategy, Implementation and Practice, Third Edition provides a comprehensive guide to how organisations can use the Internet to support their marketing activities, and covers all aspects of Internet marketing — environment analysis, strategy development, and digital marketing campaign-planning and execution.

 

The book is based on emerging academic models and examples of best practice from leading experts in digital media. The practical knowledge developed through reviewing these concepts and practices will enable the reader to exploit the opportunities of marketing using the Internet while minimising risks. 

 

New features in this edition include:

• In-depth global cases illustrating best practice and the challenges of online marketing from well-known global e-businesses, including Amazon and eBay
• Updated references to the full range of digital media, including blogging, RSS, instant messaging, podcasting, digital TV and mobile marketing
• Improved four colour design to increase clarity and ease readability
• Greater focus on strategy and development, with a revised chapter on Improving E-Marketing Performance

 

 

A Companion Website at www.pearsoned.co.uk/chaffey contains additional study materials for students, as well as extensive links to relevant websites and extra pedagogical resources designed for lecturers.

 

Dave Chaffey (www.davechaffey.com) is an Internet marketing trainer and consultant for Marketing Insights Limited. He is a lecturer on e-marketing courses at Cranfield and Warwick Universities and the Institute of Direct Marketing. Dave has been recognised by the CIM as one of the 50 marketing 'gurus' worldwide who have shaped the future of marketing.

Fiona Ellis-Chadwick is a lecturer in Marketing at the Business School at Loughborough University and is a member of the Marketing and Retailing Research Group. Her work has been published in Journal of Business Research, International Journal of Retail Distribution and Management, European Journal of Marketing, Internet Research, and Journal of Retailing and Consumer Services.

Richard Mayer is a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications. He is also the Director of his own Marketing Training Company, specialising in Strategic Marketing, Business to Business Marketing and Marketing Communications.

Kevin Johnston is a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce. He previously lectured at the University of Derby, where he created one of the UK’s first e-commerce degree programmes.

About the Author

Part I- Internet marketing fundamentalsCHAPTER 1 Introduction to Internet marketingCHAPTER 2 The Internet micro-environmentCHAPTER 3 The Internet macro-environmentPart II- Internet strategy developmentCHAPTER 4 Internet marketing strategyCHAPTER 5 The Internet marketing mixCHAPTER 6 Relationship marketing using the InternetPart III-Internet marketing: implementation and practiceCHAPTER 7 Delivering online service qualityCHAPTER 8 Interactive marketing communicationsCHAPTER 9 NEW NAME! Improving E-Marketing PerformanceCHAPTER 10 Business-to-Consumer Internet marketingCHAPTER 11 Business-to-Business Internet Marketing

Product Details

• Paperback: 584 pages
• Publisher: Prentice Hall; 3 edition (August 31, 2006)
• Language: English
• ISBN-10: 0273694057
• ISBN-13: 978-0273694052
• Product Dimensions: 10.2 x 7.6 x 1 inches
• Shipping Weight: 2.4 pounds
• Average Customer Review: 2.7 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #1,078,781 in Books (See Top 100 in Books)

More About the Author

"Well known for his practical online marketing advice, Dave Chaffey (www.smartinsights.com) has helped tens of thousands of UK businesses improve their Digital Marketing through his bestselling books, workshops and consulting.

Get free updates on the latest developments in Digital Marketing from Dave on his SmartInsights.com portal via Email, Twitter, RSS or Facebook.

He is proud to have been recognized by the Department of Trade and Industry as one of the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years. Dave has also been recognised by the Chartered Institute of Marketing as one of 50 marketing 'gurus' worldwide who have shaped the future of Marketing.

Dave is Director of Marketing Insights Limited (www.marketing-insights.co.uk) and has advised companies including 3M, BP, Euroffice, HSBC, Intel, Mercedes-Benz UK, Siebel and Tektronix.

Dave is author of five best-selling business books including Internet Marketing: Strategy, Implementation and Practice; E-business and E-commerce Management, eMarketing eXcellence (with PR Smith) and Total E-mail Marketing. He is also author of the E-consultancy best practice guides to Search Engine Optimisation, Paid Search Marketing, Web site design and Managing Digital Channels".

Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

2.0 out of 5 stars Not the best tool for learning e-marketing, October 13, 2010

By 

Allison K. "Allison" (Grove City, Ohio USA) - See all my reviews

Amazon Verified Purchase

This review is from: Internet Marketing: Strategy, Implementation and Practice (4th Edition) (Paperback)

This book is required for an internet marketing class I am taking. I find it difficult to read. The authors are throwing so much information into each chapter that it is overwhelming and hard to absorb. I also feel that it does not follow a logical path, meaning that they reference other chapters and concepts not yet touched on almost constantly. Very often the other chapters referenced come later in the book so you haven't read them yet if you are going page/chapter order. I would not recommend this book for a student of e-marketing. Perhaps, if you already have experience in this field, you may find it useful, but as a teaching tool I feel it falls short.

4 of 4 people found the following review helpful:

2.0 out of 5 stars Very light on social media, November 17, 2010

By 

C. E. Mcmahon (Dublin) - See all my reviews
(REAL NAME)   

This review is from: Internet Marketing: Strategy, Implementation and Practice (4th Edition) (Paperback)

Dissapointed by the lack of coverage around social media. The book presents a history of facebook that cites wikipedia as the major source, what use is this? Had hoped the book would provide some background material for a thesis. There is no coverage at all on marketing strategies for Twitter despite being published towards the end of 2008/beginning of 2009. Suggests that MySpace and Facebook are the main social media sites to consider. MySpace clearly is no longer one of the key players so was quite dissapointed by the content. The social media content was clearly developed well in advance of the publish date and not an accurate reflection on the marketing capabilities today.

4 of 4 people found the following review helpful:

2.0 out of 5 stars Trying to pack too much in., September 28, 2010

By 

Tweetie M.C. (Central Massachusetts) - See all my reviews

Amazon Verified Purchase

This review is from: Internet Marketing: Strategy, Implementation and Practice (4th Edition) (Paperback)

I got this book for an marketing and ecommerce class. They are trying to cover too much ground rather than focusing on the subject.