Online Marketing: A Customer Led Approach provides an excellent and stimulating balance between theory and practice by recognising the advantages and drawbacks of doing business online. The text is deeply embedded in traditional marketing concepts and examines their evolution as we understand more from online customer experiences. The authors believe that, despite the availability of new online tools, the customer should remain the central focus in all transactions and experiences. Supported by contemporary mini-cases, case studies and expert opinion from leading practitioners, the text comprehensively covers: BL the changing online environment BL online planning and evolving business models BL application of ICT to achieve marketing objectives BL changing online elements of the marketing mix BL legal aspects impacting on online marketers Online Marketing: A Customer-Led Approach thus provides a comprehensive account of the most up-to-date issues facing the developing world of internet marketing. ONLINE RESOURCE CENTRE For lecturers: PowerPoint slides for each chapter; advice on case questions and end-of-chapter exercises. For students: extra case material and students self-assessment questions.
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About the Author
Richard Gay is a lecturer in Direct Marketing at Newcastle Business School, Northumbria University. Alan Charlesworth is a senior lecturer in marketing and e-marketing at the University of Sunderland Dr Rita Esen is a Cyber Law Consultant and Visiting Lecturer at Durham University.
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engine optimisers, consensual marketing, business information market, interesting additional material, persuasion architecture, promotional communications mix, behavioural targeting, links for each chapter, buying process models, search engine optimisation, online marketing research, web metrics, mini case, price comparison sites, online objectives, search engine marketing, online marketers, affiliate marketing, pure players, electronic cheque, online brand, buyer behaviour, offline brand, viral campaigns, online focus groups Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Kare Silver, John Wiley, Pearson Education, United States, Butterworth Heinemann, Golden Drop, Edinburgh Crystal, New Jersey, Data Protection Act, European Union, Financial Times, Friends Reunited, Visit the Online Resource Centre, Wall Street Journal, American Airlines, Benzies Business Development Agency, Information Commissioner, Revenue Science, Jakob Nielsen, Journal of Interactive Marketing, Mike Grehan, Seth Godin, Upper Saddle River, Forrester Research New!
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engine optimisers, consensual marketing, business information market, interesting additional material, persuasion architecture, promotional communications mix, behavioural targeting, links for each chapter, buying process models, search engine optimisation, online marketing research, web metrics, mini case, price comparison sites, online objectives, search engine marketing, online marketers, affiliate marketing, pure players, electronic cheque, online brand, buyer behaviour, offline brand, viral campaigns, online focus groups Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Kare Silver, John Wiley, Pearson Education, United States, Butterworth Heinemann, Golden Drop, Edinburgh Crystal, New Jersey, Data Protection Act, European Union, Financial Times, Friends Reunited, Visit the Online Resource Centre, Wall Street Journal, American Airlines, Benzies Business Development Agency, Information Commissioner, Revenue Science, Jakob Nielsen, Journal of Interactive Marketing, Mike Grehan, Seth Godin, Upper Saddle River, Forrester Research New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
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- Find a Husband After 35 Using What I Learned at Harvard Business School by Rachel Greenwald in Back Matter
- Find a Husband After 35: (Using What I Learned at Harvard Business School) by Rachel Greenwald in Back Matter
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