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Internet Marketing , 3rd Edition
Charles F. Hofacker,
Florida State Univ.
ISBN: 978-0-471-39051-0
©2001
176 pages
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Detailed Contents
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INTRODUCTION TO MARKETING ON THE INTERNET.
Categories of Internet Marketing.
What Exactly Is the Internet.
Web Browser Software.
COMMUNICATING WITH CONSUMERS ONLINE.
Using the Internet to Communicate.
How to Create a Web Page.
Web Communications Strategy.
Human Information Processing of Web Sites.
What a Web Site Should Look Like.
Web Site Copy.
Advertising Banners.
COMPUTER-MEDIATED SELLING.
Shopping on the Internet.
Business-to-Business Internet Marketing.
Online Selling Strategies.
The Mechanics of Electronic Commerce.
PROVIDING WEB CONTENT.
The Content Site Visitor.
Strategies for Providing Content.
Legal and Ethical Issues.
Web Log Data.
NEW FUNCTIONS, NEW BUSINESSES.
The Digital Future.
Glossary.
Index.
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