A basic guide to internet marketing. This book will show you how to set up your website and social media channels and keep them going.
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool.
The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing.
Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.
Visit the Companion website at www.routledge.com/textbooks/9780415370974
Create your perfect channel! YouTube is one of the most popular sites on the Internet, but not all people are aware of the fact that it is also a great tool for making money and promoting your product. At the moment, over 1 billion people use it. YouTube provides access of your business to a greater number of remote customers. And this can give you an advantage over other businesses that do not include it in their marketing campaigns. But YouTube isn't just for businesses, individuals can use it as well. All you need is an idea what topics you will cover and the courage to do it. With this book, you are going to learn how to create and optimize your YouTube videos. You will gain skills how to grow your audience and engage it. You will also learn how to use YouTube for Marketing and the details involved in doing this the right way. Here Is A Preview Of What You'll Learn: How to use YouTube for marketing How to create a successful YouTube channel How to create high-quality video How to optimize your YouTube videos How to grow your audience and engage it How to avoid mistakes
This volume provides a comparative analysis of the use of the World Wide Web in countries around the world for political campaign purposes.
Drawing upon a common conceptual framework - the 'Web sphere,' and a shared methodological approach called Web feature analysis - in order to examine how the Internet is used by a variety of political actors during periods of electoral activity. Research teams around the world conducted analyses in technologically advanced nations, as well as those with low Internet diffusion, and a variety of countries in the middle range of network penetration, and from a variety of political and cultural contexts. The book represents an important contribution towards gaining a cross-national understanding of the current and emerging impacts of the Internet on political practice. To that end, the contributors collect and analyze data related to the structure for political action and information provision. They examine twelve types of political actors engaged in elections, including candidates, parties, non-governmental organizations, government, media and individual citizens.
Exploring the complex dynamics between politics, culture, and information technology at both the national and global levels, The Internet and National Elections will be of interest to students and researchers of political science, communication studies, international relations, media and Internet studies.
This book reports and interprets the results of a major research study that investigated the shopping behavior of the mature consumer with regard to the principal types of direct response marketing: catalog shopping, direct mail, media ads, telephone solicitation, direct selling, party-plan selling, and in-home demonstrations. Sponsored by the American Association of Retired Persons (AARP) and the Andrus Foundation, the project represents the most thorough treatment of the older consumer published to date. Marketing managers, direct marketing specialists, and retailers will find here the data they need to make informed decisions and develop appropriate marketing strategies for reaching a growing, and often relatively affluent, segment of the U.S. consumer population. The study was based on an 8-page questionnaire to which more than 2500 subjects nationwide responded and which yielded information on respondents' willingness to purchase from various direct sources, actual purchase behavior, preferences for purchasing from direct sources, likes and dislikes about in-home shopping, and the characteristics that influence purchasing decisions. The authors also compared shopping behaviors and attitudes of older consumers with younger groups and analyzed differences on the basis of demographic and psychological variables. A wide range of practical findings issued from the study, including the fact that many mature consumers associate high pressure sales tactics with in-home shopping and evince a high degree of distrust of direct selling techniques. In the final chapter, the authors present practical recommendations for formulating and maintaining a marketplace offering that is satisfying to the mature shopper. Numerous tables and figures illustrate the statistical conclusions drawn from the study.
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