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Internet Marketing

Carolyn Siegel

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ISBN 10: 0618595651 / ISBN 13: 9780618595655
Published by Houghton Mifflin Company, 2006
Used Condition: As New
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Bibliographic Details

Title: Internet Marketing

Publisher: Houghton Mifflin Company

Publication Date: 2006

Book Condition:As New

Edition: 2 Edition.

About this title


Recognising the breadth of Internet marketing and the importance of presenting it within the context of the greater Internet economy, this book offers separate chapters on legal and international issues, B2C and B2B marketing models and on implementing a Web Marketing Plan.


Module I. An Introduction to the Internet and the Environment of Internet Marketing 1. A Marketing Perspective in the Internet Age 2. Internet Fundamentals: Operations, Management, the Web, and Wireless 3. Identifying Internet Users 4. Taking Marketing to the Net 5. Legal and Ethical Issues; Privacy and Security Concerns 6. Taking Internet Marketing International Module II. Information for Competitive Marketing Advantage 7. Taking Marketing Research to the Net 8. Using Data Tools to Enhance Performance Module III. The Internet Marketing Mix 9. Product in the Internet Marketing Mix 10. Price in the Internet Marketing Mix 11. Place in the Internet Marketing Mix 12. Promotion in the Internet Marketing Mix Module IV. Internet Marketing Action Plans 13. The Web Marketing Plan 14. Marketing Site Development: Content, Design, and Construction

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