Internet Marketing: Strategy, Implementation and Practice (4th Edition)

3.71 avg rating
( 52 ratings by Goodreads )
 
9780273717409: Internet Marketing: Strategy, Implementation and Practice (4th Edition)

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 RettieSenior 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 HertzbergHedmark 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

"synopsis" may belong to another edition of this title.

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.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Chaffey, Dave, Ellis-Chadwick, Fiona, Jo
Published by Prentice Hall (2009)
ISBN 10: 0273717405 ISBN 13: 9780273717409
New Paperback Quantity Available: 2
Seller:
Murray Media
(North Miami Beach, FL, U.S.A.)
Rating
[?]

Book Description Prentice Hall, 2009. Paperback. Book Condition: New. Never used!. Bookseller Inventory # P110273717405

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 55.38
Convert Currency

Add to Basket

Shipping: US$ 1.99
Within U.S.A.
Destination, Rates & Speeds

2.

Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer
Published by Prentice Hall (2009)
ISBN 10: 0273717405 ISBN 13: 9780273717409
New Paperback Quantity Available: 1
Seller:
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description Prentice Hall, 2009. Paperback. Book Condition: New. 4. Bookseller Inventory # DADAX0273717405

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 71.73
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

3.

Dave Chaffey; Fiona Ellis-Chadwick; Kevin Johnston; Richard Mayer
Published by Prentice Hall (2009)
ISBN 10: 0273717405 ISBN 13: 9780273717409
New Paperback Quantity Available: 1
Seller:
Irish Booksellers
(Rumford, ME, U.S.A.)
Rating
[?]

Book Description Prentice Hall, 2009. Paperback. Book Condition: New. book. Bookseller Inventory # M0273717405

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 75.97
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

4.

Chaffey, Dave; Ellis-Chadwick, Fiona; Johnston, Kevin; Mayer, Richard
Published by U.S.A.: Prentice Hall (2009)
ISBN 10: 0273717405 ISBN 13: 9780273717409
New Soft cover Quantity Available: 1
Seller:
Supernew USA
(Bangkok, ., Thailand)
Rating
[?]

Book Description U.S.A.: Prentice Hall, 2009. Soft cover. Book Condition: New. 4th Edition. New, US Edition . 4th Edition, Delivery time is 3-5 business days via either UPS, FedEx, DHL. Premium quality books. Bookseller Inventory # 0273717405

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 70.99
Convert Currency

Add to Basket

Shipping: US$ 10.00
From Thailand to U.S.A.
Destination, Rates & Speeds

5.

Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston
ISBN 10: 0273717405 ISBN 13: 9780273717409
New Quantity Available: 1
Seller:
Bookshub
(Karol Bagh, India)
Rating
[?]

Book Description Book Condition: New. New. US edition. Perfect condition. Customer satisfaction our priority. Bookseller Inventory # ABE-FEB-29696

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 101.85
Convert Currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, Rates & Speeds

6.

Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston
ISBN 10: 0273717405 ISBN 13: 9780273717409
New Quantity Available: 1
Seller:
EBOOKSTORE2010
(New Delhi, ND, India)
Rating
[?]

Book Description Book Condition: Brand New. New. US edition. Customer Satisfaction guaranteed!!. Bookseller Inventory # SHUB29696

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 101.90
Convert Currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, Rates & Speeds

7.

Dave Chaffey, Fiona Ellis-Chadwick, Kevin Johnston
ISBN 10: 0273717405 ISBN 13: 9780273717409
New Quantity Available: 1
Seller:
Basi6 International
(Irving, TX, U.S.A.)
Rating
[?]

Book Description Book Condition: Brand New. New, US edition. Excellent Customer Service. Bookseller Inventory # ABEUSA-29696

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 105.90
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds