Internet Marketing: Strategy, Implementation and Practice, 4/e (Paperback)

The Internet has revolutionised marketing practice, connecting potential customers to businesses in a way never before possible. Today, with online audiences spending more time using price comparison sites, search engines and social networks, this text explains how marketers can find new and engaging ways of getting their message across. Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe's top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world. In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new 'Digital Marketing in Practice' interview. This text comes with a wealth of online resources to be found at www.pearsoned.co.uk/chaffey with links to video material on YouTube and FT.com. The site also comes with multiple choice questions for every chapter and annotated weblinks, providing a rich learning experience. "Chaffey builds upon what is already the 'first stop' for anyone wanting to get to grips with Internet and Digital marketing. Using a systematic approach, introducing strategy, implementation and then practical examples, this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline." Ian Harris, Digital Marketer (BSc, PhD) "Dave Chaffey succeeds, where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. The content is up-to-date, interesting, and easy to read, making it very accessible. Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author." Dr Ruth Rettie Senior Lecturer, Kingston University "He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Internet Marketing. His book is relevant all over the world. Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!" Dr Ellen Hertzberg Hedmark University College, Norway and Bangkok University, Graduate School, Thailand "Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. Dave is really paving the way to the future of the e-marketing body of knowledge. Prof. Ivo Pezzuto, Principal Management Consultant and Senior Professor of Marketing and Strategy Swiss Management Center

互聯網已經革命了市場營銷實踐，以一種前所未有的方式將潛在客戶與企業聯繫起來。如今，隨著網絡觀眾在價格比較網站、搜索引擎和社交網絡上花費更多時間，本書解釋了營銷人員如何找到新的、引人入勝的方式來傳達他們的信息。《互聯網營銷》第四版提供了全面而實用的指導，教導企業如何充分利用網絡實現其營銷目標。本書由歐洲頂尖思想家之一的戴夫·查菲（Dave Chaffey）編輯，將營銷理論與戴爾、eBay和Facebook等尖端公司的案例研究相結合，幫助學生們理解數字營銷在現實世界中的應用。在這次重大更新中，您將學習如何在應用聯盟營銷、網絡公關和搜索引擎營銷等數字媒體渠道方面遵循最佳實踐，每章還包含一個新的“實踐中的數字營銷”訪談。本書附帶豐富的在線資源，可在www.pearsoned.co.uk/chaffey上找到，並提供到YouTube和FT.com的視頻材料的鏈接。該網站還提供每章的多項選擇題和註釋的網鏈接，提供豐富的學習體驗。伊恩·哈里斯（Ian Harris），數字營銷師（BSc，博士）：“查菲在已經成為任何想要掌握互聯網和數字營銷的人的‘首選’的基礎上進一步發展。通過系統的方法，介紹戰略、實施和實際案例，本版提供了這一快速發展學科的問題和機遇的重要路線圖。”魯斯·雷蒂（Ruth Rettie）博士，金斯頓大學高級講師：“他又做到了！他的書非常出色，不僅對我來說，對我幾乎所有學習互聯網營銷基礎的學生來說都是如此。他的書在全球範圍內都具有相關性。戴夫·查菲擅長將一個困難的主題變得易於理解和非常有趣。所以謝謝你！”埃倫·赫茨伯格博士，挪威赫德馬克大學和泰國曼谷大學研究生院：“戴夫·查菲寫的絕對是我讀過的關於這個主題的最好的教科書。他的出版物和網站對我來說是一個非常有價值的專業支持工具，也是對尖端電子營銷創新的真正基準。戴夫真的正在為電子營銷知識體系的未來鋪平道路。”伊沃·佩祖托（Ivo Pezzuto）教授，主要管理顧問和市場策略高級教授，瑞士管理中心。