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Internet marketing

Author: Charles F Hofacker
Publisher: New York : Wiley, ©2001.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:

This work explores Internet marketing within the context of strategy, consumer behaviour, advertising, and the other business topics that make marketing different to computer programming.

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Additional Physical Format: Online version:
Hofacker, Charles F.
Internet marketing.
New York : Wiley, ©2001
(OCoLC)894925544
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Charles F Hofacker
ISBN: 0471390518 9780471390510
OCLC Number: 43706926
Notes: Supplemented by a companion Web site and complimentary 10 week subscription to the Wall Street journal.
Description: x, 165 pages : illustrations ; 24 cm
Contents: Categories of Internet Marketing --
Communication --
Selling --
Providing Content --
Provide a Network Function --
What Exactly Is the Internet --
A Brief History of the Internet --
How the Internet Works --
Names on the Internet --
Network Speed --
Web Browser Software --
Other Menu Bar Highlights --
Communicating with Consumers Online --
Using the Internet to Communicate --
The World Wide Web --
Email --
Email Lists --
Usenet --
Internet Relay Chat and Other Services --
How to Create a Web Page --
Hypertext Markup Language --
Some Basic Markups --
Fast Computer Graphics --
Fine Tuning the Artwork --
Web Communications Strategy --
Web Site Communication Goals --
Establishing Online Relationships --
Human Information Processing of Web Sites --
Exposure --
Attention --
Comprehension and Perception --
Yielding and Acceptance --
Retention --
What a Web Site Should Look Like --
Front Door --
Banner and Menu --
Runner and Main Page --
Some Rules to Keep in Mind --
Web Site Copy --
Advertising Banners --
The Hosting Page --
The Ad Banner --
The Payoff Page --
Computer-Mediated Selling --
Shopping on the Internet --
Perceived Risk and Trust --
Consumer Choice and Search --
Business-to-Business Internet Marketing --
The Internet Gives an Impetus to Outsourcing --
Just-in-Time Inventory --
International Internet Marketing --
Online Selling Strategies --
Costs and Prices --
The Mechanics of Electronic Commerce --
Payment Mechanisms --
Network Security and Cryptography --
Techniques Used by Crackers --
Defenses Used.
Responsibility: Charles F. Hofacker.
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"The style has much to recommend in terms of price and accessibility. There is much useful, practical content that is not emphasised in other texts. The book is essential reading for those delivering Read more...

 
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