"Strategy, Implementation and Planning" marketing guide review

Internet Marketing Book Review

Strategy, Implementation and Planning

• Authors: Dave Chaffey, Fiona Ellis-Chadwick, Richard Mayer and Kevin Johnston
• My rating: 5/5 It's its third edition and is the best-selling text in its category, so it's proving popular.
• Brief Review: They wrote this book to provide a comprehensive guide to how all types of organisations can use the Internet to support their marketing activities, and covers all aspects of Internet marketing that need to be managed - environment analysis, strategy development, and digital marketing campaign-planning and execution. It is a practical book designed to help marketing professionals and students understand best practice in developing a structured Internet marketing plan for different types of organisation based on a sound strategic review. It provides much more depth at 550 dense pages compared to some web marketing books which struggle to 100!
• Review from UK Chartered Institute of Marketing

  Internet Marketing is arguably the most comprehensive book to emerge so far on the subject of the internet and its impact on marketing.

  Applying the uses of the internet across a broad spectrum of marketing issues, it addresses how the internet can be used as more than just another promotion channel. It demonstrates how adoption of new technology and new techniques can increase the effectiveness of the marketing function.

  It does not jettison current knowledge for the weird and wonderful. Instead it explains how internet strategies can be integrated into existing marketing plans. Essential reading for students and practioners alike who want to grasp the full implications of the internet for marketing and use it to its full potential.

  
  
  This internet marketing book was designed as a textbook undergraduate and postgraduate students. It is the core text on IDM Diploma in Digital Marketing and has been adopted by many universities and colleges in the UK, US, Europe, Asia and Australasia. It has been translated into Chinese, German, Italian and Serbo-Croat.
  
  But is a also a practical book used by marketing professionals since it is an in-depth structured guide to planning and strategy for web marketing. They have trained / consulted using the principles explained in the book with well known brands such as 3M, BP, First Direct, HSBC, Siebel and Tektronix as well as many smaller companies.

• Helpful links:
  

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