Internet Marketing

by Hofacker, Charles F.
5 out of 5 Customer Rating
ISBN: 9780471390510

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In the past few years the Internet has gone through several phases, from obscurity through hype, all the way to being a simple fact of life today. Almost as soon as the Internet was privatized, marketers staked their turf and sought to use the medium to further the goals of their firms in various ways. While there are numerous books on the subject of marketing using the Internet, all tend to be practitioner-oriented and focus solely on computer nuts and bolts. Internet Marketing discusses many of those same nuts and bolts, but places them in the context of marketing strategy, consumer behavior, advertising, and the other business topics that make marketing different than computer programming.

The printed textbook is really just one-half of the materials for this course--the other half being a companion Web site which is also a critical component. The text and the associated Web site have been designed from the start to complement each other. While some books have supporting Web sites, the site and this book play a nearly-equal role in the case of Internet Marketing. The textbook most efficiently teaches the key concepts and provides a serial narrative on the topic. The interactivity of the Internet, on the other hand, makes it ideal for providing student activities of various sorts such as hypertext cases and homework questions. The Internet is also unsurpassed in its ability to point students to live examples of the main points. The dynamic nature and timeliness of online publishing makes it perfect for producing pointers to current events that relate to class materials.

  • Format: Trade Paperback
  • Author: Hofacker, Charles F.
  • ISBN: 9780471390510
  • Condition: Used
  • Dimensions: 24.79 x 0.84
  • Number Of Pages: 165
  • Publication Year: 2000

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