Publisher's Synopsis
The Internet is continually reengineering business processes, nowhere more evidently than in the marketing of goods and services, enabling suppliers to get even closer to customers. Strategic Internet Marketing 2.0 has been updated to profile the developments in Internet based marketing techniques and how they can be used to maximum business objectives and growth, as well as market share. The text assumes a basic knowledge of marketing, concentrating on what is different about Internet based marketing and how it can be used in conjunction with more ′traditional′ approaches. Following a strategic approach, the text looks holistically at the place of the Internet in the organisation′s overall marketing strategy.
This text emphasises the unique features of the Internet and how they impact on consumer behaviour, and the development and use of on line communities as part of the organisation′s Internet marketing strategy. Another unique aspect of the text is that it offers a strategy for all business entities to make the transistion to internet based marketing by highlighting marketing techniques, issues and providing real business experiences from not only to large commercial corporations, but also from small to medium size enterprises, not for profit and government departments.
