Internet marketing: a practical approach Alan Charlesworth

By: Charlesworth, Alan [author]
Publisher: Amsterdam: Butterworth-Heinemann, c2009Description: xxi, 362 pages : colored illustrations ; 24 cm +Content type: text Media type: unmediated Carrier type: volumeISBN: 9780750686846Subject(s): Internet marketing | Internet marketing -- Problems, exercises, etc | Internet marketing -- Case studiesDDC classification: 658.872
Contents:
Introduction -- Getting started online -- Web site development -- The B2C online presence -- Search engine optimization -- Online advertising -- Permission marketing -- Social media marketing -- The Internet as part of an integrated marketing strategy.
Summary: "Internet Marketing: A Practical Approach is a step-by-step guide to marketing using the internet. Concentrating on the operational and functional aspects of this dynamic area, the book is packed with tactical advice and real-life examples from those leading the field to help you succeed. Written as an accessible guide to equip you for the online element of any contemporary marketing role, Internet Marketing covers all the key topics, including search engine optimization and social media marketing, before moving on to consider the internet as part of an integrated marketing strategy. With real-world case studies to illustrate e-marketing in practice and exercises to help you analyse, plan and execute effective strategies within the workplace, this practical resource will prepare you to undertake internet marketing across a variety of organizations. More than just a book, this complete package features an associated website at www.internetmarketingbh.com which hosts the case studies for the book, offers further tips and advice, and provides access to a wealth of extra material such as up-to-date references and web links." "This book is written primarily for undergraduate levels 2/3 and postgraduates students studying marketing modules on applied digital marketing, strategic online marketing, internet marketing and the marketing element of e-commerce modules. This book will also be useful for practitioners, either using it to teach themselves, or delivered through CPD marketing courses"--Jacket.
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SUBJECT REFERENCE 		658.872 C38 2009 (Browse shelf) Available CITU-CL-39533
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Includes index

Introduction --
Getting started online --
Web site development --
The B2C online presence --
Search engine optimization --
Online advertising --
Permission marketing --
Social media marketing --
The Internet as part of an integrated marketing strategy.

"Internet Marketing: A Practical Approach is a step-by-step guide to marketing using the internet. Concentrating on the operational and functional aspects of this dynamic area, the book is packed with tactical advice and real-life examples from those leading the field to help you succeed. Written as an accessible guide to equip you for the online element of any contemporary marketing role, Internet Marketing covers all the key topics, including search engine optimization and social media marketing, before moving on to consider the internet as part of an integrated marketing strategy. With real-world case studies to illustrate e-marketing in practice and exercises to help you analyse, plan and execute effective strategies within the workplace, this practical resource will prepare you to undertake internet marketing across a variety of organizations. More than just a book, this complete package features an associated website at www.internetmarketingbh.com which hosts the case studies for the book, offers further tips and advice, and provides access to a wealth of extra material such as up-to-date references and web links." "This book is written primarily for undergraduate levels 2/3 and postgraduates students studying marketing modules on applied digital marketing, strategic online marketing, internet marketing and the marketing element of e-commerce modules. This book will also be useful for practitioners, either using it to teach themselves, or delivered through CPD marketing courses"--Jacket.

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