This authoritative volume makes a compelling argument that interactive marketing tools should be a part of every company s total marketing strategy. The authors provide an integrated approach to Internet marketing solidly based in theory, concepts, and measurement methods. 
They present best-practice examples, timely data, and plenty of additional resources for further research. 
Key features include Methods and Metrics sections in almost all chapters that illustrate how data is collected online and the methods used to analyze that data (collaborative filtering, clickstream analysis, expected value analysis, Web-log analysis); and numerous screen shots, numerical examples, discussions of actual company tactics, and online advertising budget calculations.

Internet Marketing: Reaching Customers Anytime, Anywhere, Any Platform

Paul D. Berger

Patrick Duparcq

Richard C. Hanna

Marsh Publications

See the best price to sell, buy, or rent books by Patrick Duparcq. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Patrick Duparcq

See the best price to sell, buy, or rent books by Patrick Duparcq. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Internet Marketing: Reaching Customers Anytime, Anywhere, Any Platform