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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
Temporarily out of stock

Suggested retail price: $23.60
This item is temporarily out of stock and is unavailable for purchase.



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.

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.



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.

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.

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!

View a Sample Chapter PDF:

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    Business Skills lets you create your own customized textbook by selecting the chapters you need -- in the sequence you want -- from texts covering diverse topics as human relations and interpersonal skills, personal and professional development,  customer service,  leadership and management issues, workplace ethics, and business communications.  

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    • For courses in Technical Customer Service, Marketing, and Sales.

    Addressing the use of current technology in building customer loyalty such as call centers, web pages, and customer relationship management (CRM), this easily readable text explains how technology can enhance customer loyalty by exceeding expectations in small but significant ways.  Techno-savvy readers will find this text provides a concise review of the mechanics and a liberal dose of application ideas.  For those who are less familiar with technology, the material will teach basics needed to develop and sustain customer loyalty.

  • 0130989908Technology and Customer Service: Profitable Relationship Building (NetEffect Series)
    Timm & Jones
    © 2005 | Prentice Hall | Paper; 208 pages | Instock
    ISBN-10: 0130989908 | ISBN-13: 9780130989901
    URL: http://www.prenhall.com/neteffect
    Brief Description | Buy from myPearsonStore

    • For courses in Introduction to Importing and Exporting and Export Management.

    This is the first text to provide an all-encompassing introduction to the full range of important trade related subjects. Focusing on the basic mechanics of how international trade is actually done, it gathers into a single volume the hows and whys of each step in the process of importing or exporting a product—e.g., shipping, finance, law, trading blocs, insurance, etc.

  • 0136717446Tour of International Trade, A (NetEffect Series)
    Neipert
    © 2000 | Prentice Hall | Paper; 202 pages | Instock
    ISBN-10: 0136717446 | ISBN-13: 9780136717447
    URL: http://www.prehall.com/neteffect
    Brief Description | Buy from myPearsonStore

    • For courses in Business English and Business Writing.

    This text improves students' communication skills by helping them understand and use English terms appropriately. It relies on principles of language development for effective learning, and approaches the process from various directions—context, analysis, comparisons, and memory devices. Students will benefit from this presentation and accumulation of adult learning experience—and by thinking, comparing, using, and remembering.

  • 013060710XVocabulary Basics for Business (NetEffect Series)
    Cox
    © 2003 | Prentice Hall | Paper; 320 pages | Instock
    ISBN-10: 013060710X | ISBN-13: 9780130607102
    URL: http://www.prenhall.com/neteffect
    Brief Description | Buy from myPearsonStore

    • For undergraduate-level courses in Human Relations, Supervisory Practices, Principles of Management, Communications, and Career and Self Explorations.

    Helping students become aware of the strong impact that one's attitude has on every aspect of life, this highly regarded primer in the field of business human relations empowers readers of all backgrounds to play their human-relations roles with greater understanding and sensitivity. Fully updated and fresh with new material, it teaches readers that people who balance their technical skills with human-relations competencies find greater on-the-job happiness, contribute more to the productivity of organizations, and, in general, have more successful careers and satisfying lives.

  • 0131183885Your Attitude is Showing: A Primer on Human Relations [NetEffect Series], 11/E
    O'Neil & Chapman
    © 2006 | Prentice Hall | Paper; 320 pages | Instock
    ISBN-10: 0131183885 | ISBN-13: 9780131183889
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