Overview

Siegel offers a comprehensive textbook--complemented by extensive online support--for the fastest growing section of the curriculum across the country. Complete integration of print and web components allows the accompanying site to act as an extension of the text. Interactive cases, project-based activities, and new content is regularly updated by the author.

Full Product Details

Author:   Carolyn F. Siegel (Eastern Kentucky University)
Publisher:   Cengage Learning, Inc
Imprint:   Houghton Mifflin
Edition:   2nd edition
Dimensions:   Width: 19.50cm , Height: 1.80cm , Length: 23.70cm
Weight:   0.825kg
ISBN:  

9780618519996

ISBN 10:   0618519998
Pages:   448
Publication Date:   06 June 2005
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Module I. An Introduction to the Internet and the Environment of Internet Marketing 1. A Marketing Perspective in the Internet Age 2. Internet Fundamentals: Operations, Management, the Web, and Wireless 3. Identifying Internet Users 4. Taking Marketing to the Net 5. Legal and Ethical Issues; Privacy and Security Concerns 6. Taking Internet Marketing International Module II. Information for Competitive Marketing Advantage 7. Taking Marketing Research to the Net 8. Using Data Tools to Enhance Performance Module III. The Internet Marketing Mix 9. Product in the Internet Marketing Mix 10. Price in the Internet Marketing Mix 11. Place in the Internet Marketing Mix 12. Promotion in the Internet Marketing Mix Module IV. Internet Marketing Action Plans 13. The Web Marketing Plan 14. Marketing Site Development: Content, Design, and Construction

Reviews

Module I. An Introduction to the Internet and the Environment of Internet Marketing 1. A Marketing Perspective in the Internet Age 2. Internet Fundamentals: Operations, Management, the Web, and Wireless 3. Identifying Internet Users 4. Taking Marketing to the Net 5. Legal and Ethical Issues; Privacy and Security Concerns 6. Taking Internet Marketing International Module II. Information for Competitive Marketing Advantage 7. Taking Marketing Research to the Net 8. Using Data Tools to Enhance Performance Module III. The Internet Marketing Mix 9. Product in the Internet Marketing Mix 10. Price in the Internet Marketing Mix 11. Place in the Internet Marketing Mix 12. Promotion in the Internet Marketing Mix Module IV. Internet Marketing Action Plans 13. The Web Marketing Plan 14. Marketing Site Development: Content, Design, and Construction

Author Information

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