The second edition of Principles of Internet Marketing continues where the previous edition left off, emphasizing rigor not hype, illustrating leading practices by leading companies, showing how extensive use of research results to support conclusions, and finally pays close attention to what is unique about online marketing. The new edition continues to show how the Internet is creating value for customers and profits for companies, and most importantly, it shows how Internet Marketing fits into the rest of an organization¿s marketing strategy. Reflecting the lessons of the last few years, Principles of Internet Marketing looks at Internet marketing by traditional large companies, small business, and online startups.
Internet Strategy: The Principles of Internet Marketing does not focus on the Internet as a separate entity, but fits Internet strategy into the organization¿s overall marketing framework.
Comprehensive Web Site: An integral part of the learning experience, the text web site includes classroom-tested suggestions for combining on-line content into the class. The web site includes web links, online quizzing, downloads to instructor supplements and more.
Focus of the Internet: Gives students a solid understanding of the technology behind the Internet and of how technological change alters marketing strategies and tactics. The text also teaches how the use of the Internet can improve quality and customer support, allows companies to personalize products and messages, generate traffic, build community, price in real-time, and create new channels.
Internet Strategy: The Principles of Internet Marketing does not focus on the Internet as a separate entity, but fits Internet strategy into the organization¿s overall marketing framework.
Comprehensive Web Site: An integral part of the learning experience, the text web site includes classroom-tested suggestions for combining on-line content into the class. The web site includes web links, online quizzing, downloads to instructor supplements and more.
Focus of the Internet: Gives students a solid understanding of the technology behind the Internet and of how technological change alters marketing strategies and tactics. The text also teaches how the use of the Internet can improve quality and customer support, allows companies to personalize products and messages, generate traffic, build community, price in real-time, and create new channels.