The guide to Web marketing : successful promotion on the Net

"This introduction to the Web provides marketing professionals and students with a practical framework for evaluating its uses and related issues. Jargon is demystified and topics are brought to life with case studies and examples drawn from over 100 Web sites. At each stage of the marketing process, you are provided with: background information; strategic insights; practical tips for integrating the Web into your marketing plan; checklists to help identify individual business needs and draw up appropriate action plans; and a list of useful contacts and suggested further reading." "A Guide to Web Marketing is a highly readable book with a common sense approach to the Web, recommended for anyone who is serious about marketing but relatively inexperienced on the Internet."--Jacket This volume recognizes the fact that any marketing plan now has to incorporate the Internet. As a channel for PR, advertising and sales (as well as entertainment, education and communication) a Web site and associated ventures are invaluable sources of marketing space and expression. This volume discusses how to kick-start a Web marketing campaign from finding out exactly where an organization should be targeting the electronic marketing plan to what other businesses are implementing in this area. It assumes no prior knowledge of Internet marketing skills and there is a comprehensive glossary throughout the text A guide to Web marketing campaigns. It discusses how to find out exactly where an organization should be targeting the electronic marketing plan as well as what other businesses are implementing in this area. It assumes no prior knowledge of Internet marketing skills