Download Internet Marketing: Strategy, Implementation and Practice by Dave Chaffey PDF

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By Dave Chaffey

A accomplished consultant to the method, implementation and perform of net Marketing.

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Com) promote its sell-side e-commerce service by hosting seminars for buyers within the purchasing department of its customers that explain the cost savings available through e-commerce. E-business defined Electronic business (e-business) All electronically mediated information exchanges, both within an organisation and with external stakeholders, supporting the range of business processes. 5 depicts different types of e-commerce, how does this relate to e-business? com/e-business), one of the first suppliers to coin the term explains it as follows: e-business (e’ biz’ nis): The transformation of key business processes through the use of Internet technologies.

3b. QXD 17/5/06 12:01 Page 20 C H A P T E R 1 · A N I N T R O D U CT I O N TO I N T E R N E T M A R K E T I N G ● online advertising, e-mail marketing and microsites to encourage usage of the online service and to support customer acquisition and retention campaigns. 4. Customer profiling (Chapter 6), monitoring and improving online activities and maintaining the online activities (Chapter 9): Capturing profile and behavioural data on customer interactions with the company and summarising and disseminating reports and alerts about performance compared with objectives in order to drive performance improvement.

W. There are a range of terms used to describe Internet marketing – it is called different things by different people. It is important that within companies and between agency and client there is clarity on the scope of Internet marketing, so the next few sections explore alternative definitions. One crude, but revealing method of assessing how commonly these terms are used, is to use the Google syntax which returns the number of pages which contain a particular phrase in their body or title. Type into Google the following phrases in double quotes or use intitle: “phrase” for these phrases and note the number of pages (at the top right hand of results page): Phrase “Internet marketing” “E-marketing” “Digital marketing” “E-business” “E-commerce” Internet marketing The application of the Internet and related digital technologies in conjunction with traditional communications to achieve marketing objectives.

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