The Internet has revolutionised marketing practice, connecting potential customers to businesses in a way never before possible. Today, with online audiences spending more time using price comparison sites, search engines and social networks, this text explains how marketers can find new and engaging ways of getting their message across. Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe's top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world. In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new 'Digital Marketing in Practice' interview. This text comes with a wealth of online resources to be found at www.pearsoned.co.uk/chaffey with links to video material on YouTube and FT.com. The site also comes with multiple choice questions for every chapter and annotated weblinks, providing a rich learning experience. "Chaffey builds upon what is already the 'first stop' for anyone wanting to get to grips with Internet and Digital marketing. Using a systematic approach, introducing strategy, implementation and then practical examples, this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline." Ian Harris, Digital Marketer (BSc, PhD) "Dave Chaffey succeeds, where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. The content is up-to-date, interesting, and easy to read, making it very accessible. Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author." Dr Ruth Rettie Senior Lecturer, Kingston University "He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Internet Marketing. His book is relevant all over the world. Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!" Dr Ellen Hertzberg Hedmark University College, Norway and Bangkok University, Graduate School, Thailand "Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. Dave is really paving the way to the future of the e-marketing body of knowledge." Prof. Ivo Pezzuto, Principal Management Consultant and Senior Professor of Marketing and Strategy Swiss Management Center
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From the Back Cover
Internet Marketing, Strategy, Implementation and Practice (4th edition)
Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe’s top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world.
In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new 'Digital Marketing in Practice' interview.
This text comes with a wealth of online resources to be found at www.pearsoned.co.uk/chaffey with links to video material on YouTube and FT.com. The site also comes with multiple choice questions for every chapter and annotated weblinks, providing a rich learning experience.
'Chaffey builds upon what is already the "first stop" for anyone wanting to get to grips with Internet and Digital marketing. Using a systematic approach, ...this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline.'
Ian Harris, Digital Marketer
(BSc, PhD)
'Dave Chaffey succeeds where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. ...Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author.'
Dr Ruth Rettie
Senior Lecturer,
Kingston University, London
'He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Internet Marketing. ...Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!'
Dr Ellen Hertzberg
Hedmark University College, Norway, and Bangkok University Graduate School, Thailand
'Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. He is really paving the way to the future of the e-marketing body of knowledge.'
Professor Ivo Pezzuto
Principal Management Consultant, and Senior Professor of Marketing and Strategy,
Swiss Management Center
Dave Chaffey (www.davechaffey.com) is an Internet Marketing trainer and consultant for Marketing Insights Ltd. He is a lecturer on e-marketing courses at Cranfield and Warwick universities and the Institute of Direct 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.
Richard Mayer is a Senior Lecturer in Marketing at the University of Derby, where he is the programme manager for CIM qualifications.
Kevin Johnston is a Senior Lecturer at Liverpool John Moores University, specialising in marketing, strategy and e-commerce.
About the Author
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.
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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".
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".
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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,
By Allison K. "Allison" (Grove City, Ohio USA) - See all my reviews
Amazon Verified Purchase(What's this?)
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,
By
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.,
By Tweetie M.C. (Central Massachusetts) - See all my reviews
Amazon Verified Purchase(What's this?)
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.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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new media age, information commissioner, google labs, digital media channels, interactive display advertising, digital media mix, online marketplace analysis, online revenue contribution, online value proposition, online consumer behaviour, online buyer behaviour, web analytics systems, questions for marketing managers, online communications mix, offline promotion techniques, paid search marketing, multichannel communications strategy, interactive marketing communications, daily active users, new channel structures, campaign insight, online service quality, natural listings, online sponsorship, cheap car insurance Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Harvard Business Review, Financial Times, Introducing Internet, Prentice Hall, Business-to-consumer Internet, Dave Chaffey, United States, William Reeve, Timo Soininen, Second Life, Nick Robertson, Matthew Finch, Business-to-business Internet, Ted Speroni, Martin Newman, Brand New World, Sharon Shaw, World Wide Web, Steve Nicholas, Journal of Marketing Management, Mike Clark, Justin Basini, John Lewis Partnership, Windows Internet Explorer Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
new media age, information commissioner, google labs, digital media channels, interactive display advertising, digital media mix, online marketplace analysis, online revenue contribution, online value proposition, online consumer behaviour, online buyer behaviour, web analytics systems, questions for marketing managers, online communications mix, offline promotion techniques, paid search marketing, multichannel communications strategy, interactive marketing communications, daily active users, new channel structures, campaign insight, online service quality, natural listings, online sponsorship, cheap car insurance Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Harvard Business Review, Financial Times, Introducing Internet, Prentice Hall, Business-to-consumer Internet, Dave Chaffey, United States, William Reeve, Timo Soininen, Second Life, Nick Robertson, Matthew Finch, Business-to-business Internet, Ted Speroni, Martin Newman, Brand New World, Sharon Shaw, World Wide Web, Steve Nicholas, Journal of Marketing Management, Mike Clark, Justin Basini, John Lewis Partnership, Windows Internet Explorer Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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