Although strategic issues are included where appropriate, by concentrating on the operational and functional aspects of this dynamic subject, Internet Marketing – a Practical Approach provides a step-by-step guide to implementing the key aspects of online marketing.

Written in an accessible manner by an expert in the field, the text employs a series of bespoke case studies to demonstrate the ‘real world’ application of e–marketing strategies.

After reading this book – and completing the exercises within it – the reader will be equipped to undertake any Internet marketing role within a variety of organizations. The practical case-study exercises – based on theory and recognized good practice – ensure that students will be able to analyse situations within the work place, identify the most appropriate course of action and implement those strategies and tactics that will best enable the organization to meet its online objectives.

Although primarily aimed at an academic market, the practical nature of the book’s content means that it will be equally useful in both training and self–learning scenarios.

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