Online Marketing : A Customer-Led Approach Paperback / softback
by Richard (Newcastle Business School, Northumbria University) Gay, Alan (, Senior Lecturer in marketing and e-marketing at the University of Sunderland) Charlesworth, Rita (Dr Rita Esen Cyber Law Consultant and Visiting Lecturer at Durham University.) Esen
Paperback / softback
- Information
Description
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:BL the changing online environment BL online planning and evolving business models BL application of ICT to achieve marketing objectives BL changing online elements of the marketing mixBL 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 CENTREFor 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.
Information
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Out of StockMore expected soonContact us for further information
- Format:Paperback / softback
- Pages:560 pages, Numerous colour illustrations, tables, and figures
- Publisher:Oxford University Press
- Publication Date:15/03/2007
- Category:
- ISBN:9780199265855
Information
-
Out of StockMore expected soonContact us for further information
- Format:Paperback / softback
- Pages:560 pages, Numerous colour illustrations, tables, and figures
- Publisher:Oxford University Press
- Publication Date:15/03/2007
- Category:
- ISBN:9780199265855