Marketing on the Internet : Principles of On-Line Marketing
This book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet. It discusses the Net (1) for new products and services, (2) as both direct and indirect distribution channel, and (3) for marketing communications such as advertising, sales promotions, public relations and lead generation.
- Paperback | 416 pages
- 177.8 x 231.14 x 17.78mm | 589.67g
- 08 Mar 1999
- Pearson Education (US)
- United States
Table of contents
I. INTRODUCTION TO THE NET AND ITS USERS.Introduction.User Characteristics and Behavior.Online Research.II. PRINCIPLES OF ONLINE MARKETING.Net as Product.The Net as Marketing Distribution Channel (Transactional Medium).Marketing Communication on the Net.Relationship Marketing Through Online Strategies.III. CREATING A WEB SITE THAT WORKS.Site Design Principles.Building a Web Site and Enticing Users to Visit.Appendix.