Internet marketing strategy, implementation and practice

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Internet marketing strategy, implementation and practice

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Mục lục

  • Cover

  • Internet Marketing

  • Brief contents

  • Contents

  • Preface

  • Guided tour

  • About the authors

  • Acknowledgements

  • Internet Marketing Fundamentals

    • An introduction toInternet marketing

      • Introduction – how significant is the Internet for marketing?

      • What is Internet marketing?

      • What benefits does the Internet provide for the marketer?

      • A strategic approach to Internet marketing

      • How do Internet marketing communications differ from traditionalmarketing communications?

      • A short introduction to Internet technology

      • Case Study 1 eBay thrives in the global marketplace

      • Summary

      • Exercises

      • The Internet micro-environment

        • Introduction

        • Marketplace

        • Customers

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