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2000•University of Maribor digital library (University of Maribor)Open access

Internet Marketing: Strategy, Implementation and Practice

Dave Chaffey

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Abstract

PART I: INTERNET MARKETING FUNDAMENTALS 1. Introducing Internet marketing 2. The Internet micro-environment 3. The Internet macro-environment PART II: INTERNET STRATEGY DEVELOPMENT 4. Internet marketing strategy 5. The Internet and the marketing mix 6. Relationship marketing using the Internet PART III: INTERNET MAKKETING: IMPLEMENTATION & PRACTICE 7. Delivering the online customer experience 8. Campaign planning for digital media 9. Marketing communications using digital media channels 10. Evaluation and improvement of digital channel performance 11. Business-to-consumer Internet marketing 12. Business-to-business Internet marketing

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What this paper is about

PART I: INTERNET MARKETING FUNDAMENTALS 1. Introducing Internet marketing 2. The Internet micro-environment 3. The Internet macro-environment PART II: INTERNET STRATEGY DEVELOPMENT 4. Internet marketing strategy 5. The Internet and the marketing mix 6. Relationship marketing using the Internet PART III: INTERNET MAKKETING: IMPLEMENTATION & PRACTICE 7. Delivering the online customer experience 8. Campaign planning for digital media 9. Marketing communications using digital media channels 10. Evaluation and improvement of digital channel performance 11. Business-to-consumer Internet marketing 12. Business-to-business Internet marketing

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Available abstract

PART I: INTERNET MARKETING FUNDAMENTALS 1. Introducing Internet marketing 2. The Internet micro-environment 3. The Internet macro-environment PART II: INTERNET STRATEGY DEVELOPMENT 4. Internet marketing strategy 5. The Internet and the marketing mix 6. Relationship marketing using the Internet PART III: INTERNET MAKKETING: IMPLEMENTATION & PRACTICE 7. Delivering the online customer experience 8. Campaign planning for digital media 9. Marketing communications using digital media channels 10. Evaluation and improvement of digital channel performance 11. Business-to-consumer Internet marketing 12. Business-to-business Internet marketing

Key concepts: Digital marketing, Internet presence management, The Internet, Business, Marketing, Return on marketing investment, Marketing research, Marketing strategy

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