Internet marketing: a practical approach
Saved in:
| New Title: | Charlesworth, Alan, 1956- Digital marketing |
|---|---|
| Main Author: | |
| Format: | Book |
| Language: | English |
| Published: |
Amsterdam [u.a.]
Elsevier
2009
|
| Edition: | 1. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Später u.d.T.: Charlesworth, Alan: Digital marketing |
| Physical Description: | XXI, 362 S. Ill., graph. Darst. 25cm |
| ISBN: | 0750686847 9780750686846 |
Staff View
MARC
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| 250 | |a 1. ed. | ||
| 264 | 1 | |a Amsterdam [u.a.] |b Elsevier |c 2009 | |
| 300 | |a XXI, 362 S. |b Ill., graph. Darst. |c 25cm | ||
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Record in the Search Index
| _version_ | 1804138365075849216 |
|---|---|
| adam_text | Contents
Preface
xi
Acknowledgements
xxi
Chapter
1
The online environment
1
1.1
Introduction
2
1.2
A background to the Internet
2
1.3
The impact of the Internet on society
6
1.4
The impact of the Internet on business
13
1.5
The impact of the Internet on not-for-profit organizations
18
1.6
Online buying behaviour
21
1.7
Online marketing objectives
28
Chapter
2
Getting started online
35
2.1
Introduction
36
2.2
Domain names
36
2.3
Website hosting
46
2.4
Who develops the web presence?
48
2.5
Website analytics and e-metrics
51
2.6
The Internet as a tool for market research
59
2.7
Promoting the website offline
66
Chapter
3
Website development
71
3.1
Introduction
72
3.2
The basics
74
3.3
Online credibility
89
3.4
Content development
92
3.5
The global web presence
108
3.6
Website management 111
3.7
Legal considerations
114
Chapter
4
The B2C online presence
121
4.1
Introduction 122
4.2
Niche markets 123
4.3
The retail website 126
4.4
The checkout process
134
4.5
Fulfilment 139
4.6
Comparison shopping engines
145
4.7
Bricks and clicks
-
integrated retailing
147
Chapter
5
The B2B online presence I55
5.1
Introduction I56
5.2
B2B buying practices 157
5.3
The B2B website 159
5.4
Lead generation
163
5.5
e-marketplaces
1^
5.6
Online auctions and tendering
1
Chapter
6
Search engine optimization
(SEO)
175
6.1
Introduction
176
6.2
Why is
SEO
so important and how do search engines work?
180
6.3
Keyword selection
186
6.4
On-site optimization
191
6.5
Off-site optimization
198
6.6
Directories
204
Chapter
7
Online advertising
209
7.1
Introduction
21°
7.2
Objectives and management
213
7.3
Where to advertise online?
220
7.4
Online ad formats
225
7.5
Search engine advertising
231
7.6
Network advertising
239
7.7
Affiliate programmes
243
7.8
Landing pages
247
Chapter
8
Permission marketing 253
8.1
Introduction
254
8.2
Email as a medium for direct marketing
255
8.3
Email as medium for marketing messages
267
8.4
Newsletters and RSS feeds
272
8.5
Personalization
275
8.6
Mobile marketing
279
Chapter
9
Social media marketing
285
9.1
Introduction
286
9.2
Consumer generated content
292
9.3
Social networks and online communities
300
9.4
Virtual worlds
310
9.5
Blogging
313
9.6
Viral marketing
318
9.7
Online public relations and reputation management
326
Chapter
10
The Internet as part of an integrated marketing strategy
339
10.1
Introduction
340
10.2
Integrated online marketing
340
Index
357
|
| adam_txt |
Contents
Preface
xi
Acknowledgements
xxi
Chapter
1
The online environment
1
1.1
Introduction
2
1.2
A background to the Internet
2
1.3
The impact of the Internet on society
6
1.4
The impact of the Internet on business
13
1.5
The impact of the Internet on not-for-profit organizations
18
1.6
Online buying behaviour
21
1.7
Online marketing objectives
28
Chapter
2
Getting started online
35
2.1
Introduction
36
2.2
Domain names
36
2.3
Website hosting
46
2.4
Who develops the web presence?
48
2.5
Website analytics and e-metrics
51
2.6
The Internet as a tool for market research
59
2.7
Promoting the website offline
66
Chapter
3
Website development
71
3.1
Introduction
72
3.2
The basics
74
3.3
Online credibility
89
3.4
Content development
92
3.5
The global web presence
108
3.6
Website management 111
3.7
Legal considerations
114
Chapter
4
The B2C online presence
121
4.1
Introduction 122
4.2
Niche markets 123
4.3
The retail website 126
4.4
The checkout process
134
4.5
Fulfilment 139
4.6
Comparison shopping engines
145
4.7
Bricks and clicks
-
integrated retailing
147
Chapter
5
The B2B online presence I55
5.1
Introduction I56
5.2
B2B buying practices 157
5.3
The B2B website 159
5.4
Lead generation
163
5.5
e-marketplaces
1^
5.6
Online auctions and tendering
1""
Chapter
6
Search engine optimization
(SEO)
175
6.1
Introduction
176
6.2
Why is
SEO
so important and how do search engines work?
180
6.3
Keyword selection
186
6.4
On-site optimization
191
6.5
Off-site optimization
198
6.6
Directories
204
Chapter
7
Online advertising
209
7.1
Introduction
21°
7.2
Objectives and management
213
7.3
Where to advertise online?
220
7.4
Online ad formats
225
7.5
Search engine advertising
231
7.6
Network advertising
239
7.7
Affiliate programmes
243
7.8
Landing pages
247
Chapter
8
Permission marketing 253
8.1
Introduction
254
8.2
Email as a medium for direct marketing
255
8.3
Email as medium for marketing messages
267
8.4
Newsletters and RSS feeds
272
8.5
Personalization
275
8.6
Mobile marketing
279
Chapter
9
Social media marketing
285
9.1
Introduction
286
9.2
Consumer generated content
292
9.3
Social networks and online communities
300
9.4
Virtual worlds
310
9.5
Blogging
313
9.6
Viral marketing
318
9.7
Online public relations and reputation management
326
Chapter
10
The Internet as part of an integrated marketing strategy
339
10.1
Introduction
340
10.2
Integrated online marketing
340
Index
357 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T23:00:44Z |
| indexdate | 2024-07-09T21:27:01Z |
| institution | BVB |
| isbn | 0750686847 9780750686846 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016994841 |
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| physical | XXI, 362 S. Ill., graph. Darst. 25cm |
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| spelling | Charlesworth, Alan 1956- Verfasser (DE-588)142797456 aut Internet marketing a practical approach Alan Charlesworth 1. ed. Amsterdam [u.a.] Elsevier 2009 XXI, 362 S. Ill., graph. Darst. 25cm txt rdacontent n rdamedia nc rdacarrier Später u.d.T.: Charlesworth, Alan: Digital marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 Gefolgt von Charlesworth, Alan, 1956- Digital marketing (DE-604)BV041914225 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016994841&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Charlesworth, Alan 1956- Internet marketing a practical approach Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Internet marketing a practical approach |
| title_auth | Internet marketing a practical approach |
| title_exact_search | Internet marketing a practical approach |
| title_exact_search_txtP | Internet marketing a practical approach |
| title_full | Internet marketing a practical approach Alan Charlesworth |
| title_fullStr | Internet marketing a practical approach Alan Charlesworth |
| title_full_unstemmed | Internet marketing a practical approach Alan Charlesworth |
| title_new | Charlesworth, Alan, 1956- Digital marketing |
| title_short | Internet marketing |
| title_sort | internet marketing a practical approach |
| title_sub | a practical approach |
| topic | Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016994841&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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