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Online Marketing
A Customer-Led Approach
Richard Gay, Alan Charlesworth, and Rita Esen
560 pages
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Numerous colour illustrations, tables, and figures
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246x189mm
978-0-19-926585-5
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Paperback
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15 March 2007
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- Structured by the authors' own 4P's online planning model of Positioning, Permission, Partnership and Performance, traditional marketing concepts such as the marketing mix and buyer behaviour are considered in an integrated fashion as online marketing evolves. By using familiar marketing theory, students' understanding is aided, as new concepts are grounded on existing knowledge.
- Focuses in an engaging way on up-to-date and modern operational aspects such as blogging, covering them in detail from initial descriptions to their use as marketing tools.
- Stresses that the customer should remain the central focus in online interactions and that beneficial, innovative experiences are vital for developing loyalty and sustainable competitive advantage.
- Dedicates a whole chapter acknowledging the crucial role played by search engines in building site traffic and brand building by industry expert, Mike Grehen.
- Includes a whole chapter on web site development. Taken from a marketing perspective, subjects addressed include the basic elements of effective web design, the place of usability in web site design and the importance of content and its management.
- Legal issues, in the form of Legal Eagle boxes and self-regulation underpin the text, highlighting at every stage the legal constraints for online marketers. This ensures that students are fully equipped with the legal knowledge expected by firms operating 'across borders' in the online workplace.
- Fully supported by an Online Resource Centre.
Online Marketing: A Customer Led Approach provides an excellent and stimulating balance between theory and practice by recognising the advantages and drawbacks of doing business online. The text is deeply embedded in traditional marketing concepts and examines their evolution as we understand more from online customer experiences. The authors believe that, despite the availability of new online tools, the customer should remain the central focus in all transactions and experiences.
Supported by contemporary mini-cases, case studies and expert opinion from leading practitioners, the text comprehensively covers:
the changing online environment
online planning and evolving business models
application of ICT to achieve marketing objectives
changing online elements of the marketing mix
legal aspects impacting on online marketers
Online Marketing: A Customer-Led Approach thus provides a comprehensive account of the most up-to-date issues facing the developing world of internet marketing.
ONLINE RESOURCE CENTRE
For lecturers: PowerPoint slides for each chapter; advice on case questions and end-of-chapter exercises.
For students: extra case material and students self-assessment questions.Readership:
undergraduates and Master's/MBA students taking a module in Internet Marketing, E-Marketing, E-Commerce or E-Business.
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Richard Gay, Newcastle Business School, Northumbria University, Alan Charlesworth, Senior Lecturer in marketing and e-marketing at the University of Sunderland, and Rita Esen, Law Consultant and Visiting Lecturer at Durham University. Contributors:
Mike Grehan, CEO Smart Interactive
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1: Principles and Drivers of the New Marketing Environment
2: Strategy and Models for the Virtual World
3: Online Marketing Planning Issues
4: Online Marketing Research - Principles and Practice
5: Online Buyer Behaviour
6: Positioning for Traffic and Profit. Search Engine Optimisation
7: Permission and Personalisation Online
8: Website Development - Design and Content
9: The Online Product
10: Pricing Issues on the Web
11: Online Communication Tools
12: Online Distributuion and Procurement
13: Online Marketing Legal Issues
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The specification in this catalogue, including without limitation price, format, extent, number of illustrations, and month of publication, was as accurate as possible at the time the catalogue was compiled. Occasionally, due to the nature of some contractual restrictions, we are unable to ship a specific product to a particular territory. Jacket images are provisional and liable to change before publication.
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