A01=Alan Charlesworth
A01=Richard Gay
A01=Rita Esen
Author_Alan Charlesworth
Author_Richard Gay
Author_Rita Esen
Category=KJE
Category=KJS
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Product details
- ISBN 9780199265855
- Weight: 1034g
- Dimensions: 189 x 245mm
- Publication Date: 15 Mar 2007
- Publisher: Oxford University Press
- Publication City/Country: GB
- Product Form: Paperback
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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:
BL the changing online environment
BL online planning and evolving business models
BL application of ICT to achieve marketing objectives
BL changing online elements of the marketing mix
BL 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.
ONLINE RESOURCE CENTRE
For lecturers: PowerPoint slides for each chapter; advice on case questions and end-of-chapter exercises.
For students: extra case material and students self-assessment questions.
Richard Gay is a lecturer in Direct Marketing at Newcastle Business School, Northumbria University.
Alan Charlesworth is a senior lecturer in marketing and e-marketing at the University of Sunderland
Dr Rita Esen is a Cyber Law Consultant and Visiting Lecturer at Durham University.
