附註:"In association with Marketing."
Includes bibliographical references (pages 152-156) and index.
The Internet: a new medium -- Consumers online -- Market review -- User benefits -- Strategy and responsibilities -- Developing a web campaign -- Developing a web site -- Selling online -- Advertising on the web -- The law and cyberspace -- Research and evaluation -- What next?
摘要:"This introduction to the Web provides marketing professionals and students with a practical framework for evaluating its uses and related issues. Jargon is demystified and topics are brought to life with case studies and examples drawn from over 100 Web sites. At each stage of the marketing process, you are provided with: background information; strategic insights; practical tips for integrating the Web into your marketing plan; checklists to help identify individual business needs and draw up appropriate action plans; and a list of useful contacts and suggested further reading." "A Guide to Web Marketing is a highly readable book with a common sense approach to the Web, recommended for anyone who is serious about marketing but relatively inexperienced on the Internet."--Jacket.
