Internet Marketing : Strategy, Implementation and Practice
Chaffey, Dave, Ellis-Chadwick, Fiona, Johnston, Kevin, Mayer, Richard
Published by Pearson Education, Limited, 2006
stan BDB

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