Internet Marketing: Strategy, Implementation and Practice

by Dave Chaffey, Richard Mayer, Fiona Ellis-Chadwick

This book is a comprehensive guide to how organizations can use the internet to support their marketing activities and covers all aspects of Internet marketing - environment analysis, strategy development and implementation. Building on the successful and widely regarded first edition, this second edition has a completely revised structure and streamlined content, increasing the marketing orientation of the text by decreasing technical background about the internet. New to this a revised structure providing a clear sequence to the stages of strategy development and implementation; a new chapter on how the Internet can be used to vary the marketing mix; new chapters on the micro- and macro-environment for the Internet, providing a foundation for strategy development, strategy chapter has been updated to reflect latest thinking; greater detail on Internet marketing communications, including the latest techniques, such as pay-per-click search engines and viral marketing; new case studies; relationship marketing chapter now takes a CRM-oriented approach; new, four-color design to improve clarity.

512 pages, Paperback

First published January 1, 2000

Reviews

[Shwetank]

Its a repository of almost everything that is happening in the digital marketing space with relevant examples. I would have liked it even more had it been precise.

[Cantrelle Peppin · Rating 3 out of 5]

Even though I actually read the 4th edition of this book for school, it was already showing its age (read: outdated). And the authors are UK based, so many of the examples were skewed as such. I also mistakenly ordered 2 of these books - one new from my school's bookstore and a good, used book from Amazon - and they both had a strange smell that was actually kind of distracting when trying to read.