Online Marketing: A Customer-Led Approach

Paperback | April 15, 2007

byRichard Gay, Alan Charlesworth, Rita Esen

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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 understandmore 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. ONLINE RESOURCE CENTRE For 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.

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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 understandmore from online customer experiences. The a...

Richard Gay is a lecturer in Direct Marketing at Newcastle Business School, Northumbria University. Alan Charlesworth is a senior lecturer in marketing and e-marketing at the University of Sunderland Dr Rita Esen is a Cyber Law Consultant and Visiting Lecturer at Durham University.

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Format:PaperbackDimensions:560 pages, 9.69 × 7.44 × 0.91 inPublished:April 15, 2007Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199265852

ISBN - 13:9780199265855

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Table of Contents

1. Principles and Drivers of the New Marketing Environment2. Strategy and Models for the Virtual World3. Online Marketing Planning Issues4. Online Marketing Research - Principles and Practice5. Online buyer behaviour6. Positioning for Traffic and Profit. Search Engine Optimisation7. Permission and Personalisation Online8. Web site Development - Design and Content9. The online Product10. Pricing Issues on the Web11. Online Communication Tools12. Online Distributuion and Procurement13. Online Marketing Legal Issues