 |  Internet Marketing Intelligence, 2/e Edward Forrest,
University of Alaska
About this Book
Internet Marketing Intelligence is a specialised, practically-focused "how-to" guide for fourth year and postgraduate Marketing Research and Electronic Marketing students. It comprehensively documents the resources, delineates the tools, and demonstrates the techniques that students can utilise when conducting marketing research through the Internet, demonstrating when, where and how the Internet can assist marketing practitioners in their essential tasks of gathering, evaluating and applying marketing intelligence.
Unlike other texts in this area, Internet Marketing Intelligence expands on a field yet to be fully explored by other texts, providing in depth coverage of online market research concepts and techniques that help experienced marketing students obtain timely and accurate information necessary to orchestrate the marketing mix. Information rich, accessible, and relevant, Internet Marketing Intelligence is an essential handbook written for an era in which Internet savvy, and not just marketing know-how, are paramount for marketing success.
UNPRECEDENTED COVERAGE OF ONLINE MARKET RESEARCH TOOLS - Internet Marketing Intelligence fills the information gap that exists between marketing enquiry and critical marketing decisions by effectively and comprehensively outlining both the research tasks and the research tools available to today's market researcher. The book carefully details the importance of personal, environmental, consumer and competitor intelligence and provides useful analysis of how email, newsgroups, discussion lists, search engines and indexes can be used to acquire them.
PRACTICALLY DRIVEN - The text is centred around application: each chapter provides concise and relevant commentary on an important aspect of internet marketing research, and then extends understanding through up to 50 examples. Online research tools are reviewed and compared and can be immediately applied to heighten your comprehension and marketing savvy.
RELEVANT- The book addresses current critical concerns attached to data source and website reliability, as well as the legalities of user privacy, consumer protection, data security, intellectual property, trademarking and copyright, equipping you with an all-inclusive, global, and informed appreciation of the field and your responsibilities within it.
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2002 McGraw-Hill Higher Education