Internet Marketing: Strategy, Implementation and Practice

£71.20

The Internet has revolutionised marketing practice, connecting potential customers to businesses in a way never before possible. Today, with online audiences spending more time using price comparison sites, search engines and social networks, this text explains how marketers can find new and engaging ways of getting their message across.

Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe’s top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world.

In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new ‘Digital Marketing in Practice’ interview.

This text comes with a wealth of online resources to be found at www.pearsoned.co.uk/chaffey with links to video material on YouTube and FT.com. The site also comes with multiple choice questions for every chapter and annotated weblinks, providing a rich learning experience.

“Chaffey builds upon what is already the ‘first stop’ for anyone wanting to get to grips with Internet and Digital marketing. Using a systematic approach, introducing strategy, implementation and then practical examples, this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline.”

Ian Harris, Digital Marketer
(BSc, PhD)

“Dave Chaffey succeeds, where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. The content is up-to-date, interesting, and easy to read, making it very accessible. Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author.”

Dr Ruth Rettie
Senior Lecturer,
Kingston University

“He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Internet Marketing. His book is relevant all over the world. Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!”

Dr Ellen Hertzberg

Hedmark University College, Norway and Bangkok University, Graduate School, Thailand

“Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. Dave is really paving the way to the future of the e-marketing body of knowledge.”

Prof. Ivo Pezzuto,

Principal Management Consultant and Senior Professor of Marketing and Strategy
Swiss Management Center

Read more

Buy product
EAN: 2000000478586 SKU: 06839340 Category:

Additional information

Publisher

4th edition (8 Dec. 2008), Financial Times, Prentice Hall

Language

English

Paperback

736 pages

ISBN-10

9780273717409

ISBN-13

978-0273717409

Dimensions

19.69 x 3.18 x 26.04 cm

Average Rating

4.50

08
( 8 Reviews )
5 Star
75%
4 Star
12.5%
3 Star
0%
2 Star
12.5%
1 Star
0%

Only logged in customers who have purchased this product may leave a review.

8 Reviews For This Product

  1. 08

    by Adriana Spencer

    I am amazed how full of information is this book ! It’s worth buying it because it enlightens you about marketing online , giving a lot of examples. It’s not only theory but also practice with a lot of links to different websites that are useful to understand or study a certain matter.High professional in my opinion.

  2. 08

    by Amazon Customer

    Good reference for my digital marketing research

  3. 08

    by Vita

    A very helpful book for students and for managers. It provides a lot of information,tips, good examples, real cases, but also a concrete plan of developing an internet strategy for every business. A must-have for every strategic-,marketing-, or IT manager.

  4. 08

    by Ben Acheson

    Sufficiently detailed to appeal to the budding internet marketing enthusiast, there are plenty of practical, real-world tips, with advice based on solid experience and case-studies. A highly recommended text for marketers who need to produce practical tactical and strategic plans designed for real-world implementation.

  5. 08

    by Angus Jenkinson

    The authorial team have produced an extremely readable, authoritative, practical, wide ranging and illuminating description of how Internet marketing can be planned and executed. It is studded with good examples, technique and advice. It’s even better in this new edition

  6. 08

    by Riad Abdallah

    … it is outdated, and is very general about things and case studies. I would have expected more tips and tricks and how-to’s.

  7. 08

    by Jo G

    Studying Digital marketing at CIM and this is one of the course texts. Cannot reccommend more highly. Simple to follow, and really useful. A must have for wannabe online marketers!

  8. 08

    by marcello

    i got this for my son who did a MBA- great book

Main Menu

Internet Marketing: Strategy, Implementation and Practice