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the business world we deal in changes dramatically every second.globalization, new business connections and partnerships, terrorism, interest rates, research and development operations, customers' behaviour and all other problems have a huge impact on doing business.for each entreprenour/manager, economic environment engenders more opportunities nowadays than never before but it also makes it more challenging.if you wanted to succeed in growing your business and reaching new markets and potential customers, you would need to develop new skills, especially by using online marketing.after reading this book you will mainly know:*what were the main phases and processes during business environment development*what has changed in customers' behaviour and how to turn the changes into competitive advantage*how to act in online environment so as to achieve your goals*details about the transition from traditional marketing to online marketing*how to assest your company in order to obtain an objective conclusion*all you need to know about online marketing*how to develop and maintain a website without being a professional*how to choose online marketing tools according to your specific business needs and create the best mix: -social media marketing -website marketing -e-mail marketing -search engine marketing -bonus: search engine optimization*how to adjust inside online marketing development by using relevant metricsmy book comes with an embedded case study which will help you understand how to apply all this theoretical knowledge within your business.
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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.
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"e-commerce is an evolution. you don't have to get everything right immediately; you can learn from it." — lauren freedman, the e-tailing group, inc. "focus on the user, build for the long view, and the money will come." — greg hartnett, best of the web, hotel hotline "no matter how much you spent on it, a web site is invisible until somebody links to it." — eric ward, link marketing consultant "[if] you can get the pr people interacting with the search people, they will discover that there's lots of things they can do together." — greg jarboe, seo-pr come talk shop with the best suppose you could sit down with 25 of the most successful online marketing pros in the business and just talk shop. suppose that included pr people, copywriters, direct marketing gurus, consultants. suppose you could get input from the creative cubicle-dwellers as well as executives managing multimillion-dollar marketing firms. you could learn proven skills and techniques that would revolutionize your marketing efforts. that discussion is packaged in these pages. whether you're a veteran marketing professional or a novice entering the field, you can't afford to miss this wisdom.
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