Internet Marketing: Reaching Customers Anytime, Anywhere, Any Platform

This authoritative volume makes a compelling argument that interactive marketing tools should be a part of every company s total marketing strategy. The authors provide an integrated approach to Internet marketing solidly based in theory, concepts, and measurement methods.

They present best-practice examples, timely data, and plenty of additional resources for further research.

Key features include Methods and Metrics sections in almost all chapters that illustrate how data is collected online and the methods used to analyze that data (collaborative filtering, clickstream analysis, expected value analysis, Web-log analysis); and numerous screen shots, numerical examples, discussions of actual company tactics, and online advertising budget calculations.