Internet Marketing: Strategy, Implementation and Practice

A comprehensive guide to the strategy, implementation and practice of Internet Marketing.

The authors have been highly successful in showing that they not only understand the relevant academic literature but are also familiar with the complexities of real life experienced by many practitioners. Dr Ahmad Jamal, Cardiff Business School

Comprehensive, up-to-date and practical in focus. Dr Lisa Harris, Brunel University

Internet Marketing: Strategy, Implementation and Practice, Third Edition provides a comprehensive guide to how organisations can use the Internet to support their marketing activities, and covers all aspects of Internet marketing — environment analysis, strategy development, and digital marketing campaign-planning and execution.

The book is based on emerging academic models and examples of best practice from leading experts in digital media. The practical knowledge developed through reviewing these concepts and practices will enable the reader to exploit the opportunities of marketing using the Internet while minimising risks. 

New features in this edition include:

• In-depth global cases illustrating best practice and the challenges of online marketing from well-known global e-businesses, including Amazon and eBay
• Updated references to the full range of digital media, including blogging, RSS, instant messaging, podcasting, digital TV and mobile marketing
• Improved four colour design to increase clarity and ease readability
• Greater focus on strategy and development, with a revised chapter on Improving E-Marketing Performance

A Companion Website at www.pearsoned.co.uk/chaffey contains additional study materials for students, as well as extensive links to relevant websites and extra pedagogical resources designed for lecturers.

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.