Always Learning

Internet Marketing (NetEffect Series)
Barbara Cox, Ph.D., Cox Marketing Services
William Koelzer, CBC, APR, Cox Marketing Services

ISBN-10: 0130336289
ISBN-13:  9780130336286

Publisher:  Prentice Hall
Copyright:  2004
Format:  Paper; 324 pp
Published:  05/13/2003
Status: Instock


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Description

For courses in Marketing and Internet Marketing.

This comprehensive text makes the world of Internet marketing understandable and accessible, and explores its relationship to traditional marketing—building on learners' previous marketing knowledge of positioning, audience, target markets, and direct response marketing. Clear language, logical organization, and pertinent, practical examples give readers the Internet marketing “how-to” and allows them to relate this material to their own goals, products, and services.


Features

A focus on brand awareness. Emphasizes the advantages of the Internet to earn firm, positive placement in the perceptions of current and prospective clients and customers, internal and external.

An exploration of both ineffective and successful business Web sites and marketing plans. Teaches readers how to tell the difference between “good” and “bad” sites, and ensures that they “get started right” with one of the effective ones.

Current coverage throughout. Ensures readers get the latest information possible in a fast changing arena. Keeps readers on pace with the changing environment after some of the time-specific material has changed.

  • Learning the Language sections—Opens each part.

    • Offers readers a “preview” of material covered in a chapter.

  • “The Basics” chapter preview—Opens each with a logical organization.

    • Breaks learning into chunks.

  • “Preview/Expand/Review” structure—Organizes each chapter.

    • Reinforces newly learned concepts.

  • Many practical examples from the Web—Illustrates the main points of the text using a broad variety of types of business, products, markets, Web functions, goals, etc.

    • Builds on readers' existing knowledge, and builds confidence in their ability to master the material because of its familiar elements.

  • Checklists and worksheets.

    • Encourages readers to apply chapter concepts to their own business or an instructor-assigned business scenario.

  • Tip boxes with critical information.

    • Highlights the practical application of marketing on the Internet.

  • Highly credentialed authors—Solve Internet problems on a daily basis for huge national clients as well as small regional ones.

    • Presents readers with more than theory—but an “in-the-trenches” approach to the real world of Internet marketing.

  • Leader's Guide—Drives the training.

    • Supplies leaders with material for discussion, quizzes, reviews, and other tools for learning.


Table of Contents



Introduction.

I. BUSINESSES ON THE WEB.

 1. Types of Businesses, Types of Sites: Introduction to E-Commerce.

II. CREATING AND BUILDING AN INTERNET PRESENCE.

 2. Standing Out from the Crowd: Positioning, Audience, and Goals.

 3. More Than a Pretty Face: Web Site Content.

 4. The Key to Stickiness: Interactive Functions.

 5. Look 'n' Feel: Site Appearance and Organization.

III. GETTING FOUND.

 6. Portals, Vortals, Search Engines, and Directories.

 7. Internet Advertising of Your Web Site: Links, Banners, Tiles, and More.

 8. Promotion On and Off the Net and Print Advertising.

IV. EFFECTIVE E-MAIL.

 9. E-Mail Marketing.

10. E-Mail Mechanics.

11. Composing E-Mail.



Answers to Chapter Review Questions.


Appendix A. Create an Internet Marketing Action Plan.


Appendix B. Resources on the Web.


Glossary.


Index.



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Author Bios

Barbara Cox earned her doctorate in education and psychology from Stanford University. Her professional life includes work as educator at college/university level, corporate trainer, and textbook author. She has directed the work of marketing departments, including strategic planning, market research, direct response marketing, and public communications. She is the principal of Cox Marketing Services and associate faculty at Saddlebrook College in Mission Viejo, California. She and William Koelzer are the authors of Internet Marketing in Real Estate (Prentice Hall, 2001) and Internet Marketing in Hospitality (Prentice Hall, 2004).

William Koelzer applies more than thirty years of marketing experience to the creation of his work. He has owned his own marketing consulting and promotional firm, Koelzer & Associates, since 1979. He was Vice President of Cochrane Chase & Co., the largest full-service advertising agency in Orange County, California. Koelzer served major clients including Technicolor, Carl's Jr.™ restaurants, Dos Equis™ beer, Armor All™, and AMF Voit®. He is the recipient of two PROTOS awards for Outstanding Achievement, from the Orange County Public Relations Society of America.


Backcover Copy

Be Part of the Conversation!

The Internet has extended the reach of people networks through online technology. Participating in that conversation requires changing existing paradigms for companies internally and targeting markets externally.

Compete on a more level playing field by

  • Listening to the conversations between partners, employees and customers
  • Qualifying and quantifying your company's perspective
  • Applying what you have learned to target your market effectively ... all through the Internet!

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Websites and Online Courses

Companion Website - Cox
Cox
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0130603635  |  ISBN-13: 9780130603630
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Leader's Guide Website
Cox
©2004  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0130603643  |  ISBN-13: 9780130603647

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Companion Website - Cox
Cox
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0130603635  |  ISBN-13: 9780130603630
More Info

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Websites and online courses

Companion Website - Cox
Cox
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0130603635  |  ISBN-13: 9780130603630
More Info


For the Business Communications Discipline

Mastering Business Communication: Perils of Pauline Version 1.1
Active Learning Technologies
©2002  |  Prentice Hall  |  CD-ROM Only  |  Instock
ISBN-10: 0130096512  |  ISBN-13: 9780130096517
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Spectrovision Inc, A Business Communication Simulation
Ackley & Greer
©1990  |  Prentice Hall  |  Paper; 0 pp  |  Available on Demand   What's this?
ISBN-10: 0130046566  |  ISBN-13: 9780130046567
More Info


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Websites and Online Courses

Companion Website - Cox
Cox
©2004  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 0130603635  |  ISBN-13: 9780130603630
More Info

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