World Wide Web Marketing: Integrating the Web into Your Marketing Strategy (2nd Ed)

This text should provide the information marketing managers, advertising professionals, and publicists need to understand how the Web can benefit their organization. The author not only takes classic marketing principles and applies them to Web strategies, but also describes the opportunities presented by recent technologies. The text covers technologies and issues such as Java, push, banner advertising, cable access, personalization engines, intranets/extranets, outsourcing, and a look at how the Web really has changed the way we do business.