• Chaffey, Mayers et al Ch 5 5
  • Marketing Communications
    		•

    Internet Marketing




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    Chaffey, Mayers et al

    Ch 4

    4

    Internet marketing and the marketing mixexamines how the internet can be used to vary the marketing mix

    Chaffey, Mayers et al

    Ch 5

    5

    Relationship marketing using the Internet details the benefits of using the Internet for building and sustaining ‘‘one-to-one’’ relationships with customers and looks at e-mail and web-based personalisation techniques for achieving this.

    Marketing Communicationsassesses the difference in communications characteristics between digital and traditional media, identifies effective methods for online and offline promotion and discusses the importance of integrating online and offline promotion.


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