Internet Marketing (NetEffect Series)
For courses in Marketing and Internet Marketing.This comprehensive text makes the world of Internet marketing understandable and accessible, and explores its relationship to traditional marketing-building on learners' previous marketing knowledge of positioning, audience, target markets, and direct response marketing. Clear language, logical organization, and pertinent, practical examples give readers the Internet marketing "how-to" and allows them to relate this material to their own goals, products, and services.
- Paperback | 324 pages
- 175.26 x 233.68 x 12.7mm | 476.27g
- 01 Jun 2003
- Pearson Education (US)
- Upper Saddle River, NJ, United States
Back cover copy
Be Part of the Conversation! The Internet has extended the reach of people networks through online technology. Participating in that conversation requires changing existing paradigms for companies internally and targeting markets externally. Compete on a more level playing field by Listening to the conversations between partners, employees and customersQualifying and quantifying your company's perspectiveApplying what you have learned to target your market effectively ... all through the Internet!
Table of contents
Introduction. I. BUSINESSES ON THE WEB. 1. Types of Businesses, Types of Sites: Introduction to E-Commerce. II. CREATING AND BUILDING AN INTERNET PRESENCE. 2. Standing Out from the Crowd: Positioning, Audience, and Goals. 3. More Than a Pretty Face: Web Site Content. 4. The Key to Stickiness: Interactive Functions. 5. Look 'n' Feel: Site Appearance and Organization. III. GETTING FOUND. 6. Portals, Vortals, Search Engines, and Directories. 7. Internet Advertising of Your Web Site: Links, Banners, Tiles, and More. 8. Promotion On and Off the Net and Print Advertising. IV. EFFECTIVE E-MAIL. 9. E-Mail Marketing. 10. E-Mail Mechanics. 11. Composing E-Mail. Answers to Chapter Review Questions. Appendix A. Create an Internet Marketing Action Plan. Appendix B. Resources on the Web. Glossary. Index.
About Barbara Cox
Barbara Cox earned her doctorate in education and psychology from Stanford University. Her professional life includes work as educator at college/university level, corporate trainer, and textbook author. She has directed the work of marketing departments, including strategic planning, market research, direct response marketing, and public communications. She is the principal of Cox Marketing Services and associate faculty at Saddlebrook College in Mission Viejo, California. She and William Koelzer are the authors of Internet Marketing in Real Estate (Prentice Hall, 2001) and Internet Marketing in Hospitality (Prentice Hall, 2004). William Koelzer applies more than thirty years of marketing experience to the creation of his work. He has owned his own marketing consulting and promotional firm, Koelzer & Associates, since 1979. He was Vice President of Cochrane Chase & Co., the largest full-service advertising agency in Orange County, California. Koelzer served major clients including Technicolor, Carl's Jr. (TM) restaurants, Dos Equis (TM) beer, Armor All (TM), and AMF Voit (R). He is the recipient of two PROTOS awards for Outstanding Achievement, from the Orange County Public Relations Society of America.