Online Marketing : A Customer-Led Approach (Paperback) | Book

Online Marketing

• 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: • the changing online environment • online planning and evolving business models • application of ICT to achieve marketing objectives • changing online elements of the marketing mix • 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.