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Online Marketing: A Customer-Led Approach

Autor Richard Gay, Alan Charlesworth, Rita Esen
en Limba Engleză Paperback – 14 mar 2007
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 understand more 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:BL the changing online environment BL online planning and evolving business models BL application of ICT to achieve marketing objectives BL changing online elements of the marketing mixBL 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 CENTREFor 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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Specificații

ISBN-13: 9780199265855
ISBN-10: 0199265852
Pagini: 560
Ilustrații: Numerous colour illustrations, tables, and figures
Dimensiuni: 189 x 245 x 23 mm
Greutate: 1.03 kg
Editura: OUP OXFORD
Colecția OUP Oxford
Locul publicării:Oxford, United Kingdom

Notă biografică

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 SunderlandDr Rita Esen is a Cyber Law Consultant and Visiting Lecturer at Durham University.