Online Marketing Practices

Contents: Preface. 1. Introduction. 2. Internet marketing. 3. Online marketing strategies. 4. Internet marketing strategy. 5. Marketing without advertising. 6. Marketing plans and web site promotions. 7. Outsource content, analytics and optimisation. 8. Methods in net equity. 9. Internet marketing intelligence. 10. Measuring marketing effectiveness. 11. Ethical marketing for competitive advantage on the internet. 12. Successful E-Mail marketing practices. 13. Future of internet marketing. Bibliography. Index.

"The aim of marketing is to acquire, retain and satisfy customers. With the growth of multinational corporations, and the subsequent globalisation, marketing has greatly expanded its scope, many marketing managers take the whole world as their marketplace. Online marketing gives a great impetus to this perception, and very rightly too for the internet makes information accessible to a wide range of people, transcending geographies, histories, gender, class and age.

This book serves as a one-stop guide for managers who may feel the need for getting acquainted with all the nuances of online marketing practices, and be informed about the issues concerning these practices. Charting its growth as a popular form of marketing, the book presents a comprehensive discussion of the current trends and developments in this field, taking into account all matters of concern, which have been detailed quite thoroughly." (jacket)