Online marketing: a customer led approach
- New Delhi Oxford University Press 2007
- xv, 538 p.
Table of content: 1Principles and Drivers of the New Marketing Environment 2Strategy and Models for the Virtual World 3Online Marketing Planning Issues 4Online Marketing Research - Principles and Practice 5Online Buyer Behaviour 6Positioning for Traffic and Profit. Search Engine Optimisation 7Permission and Personalisation Online 8Website Development - Design and Content 9The Online Product 10Pricing Issues on the Web 11Online Communication Tools 12Online Distributuion and Procurement 13Online Marketing Legal Issues [https://www.oxford.co.za/book/9780199265855-online-marketing]
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. (https://www.oxford.co.za/book/9780199265855-online-marketing)