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Technical note
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Reference no. MN-0370-E
Subject category: Marketing
Published by: IESE Business School
Originally published in: 2010
Version: 16 December 2011
Length: 23 pages
Data source: Published sources

Abstract

In this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but is broadly in two parts. The first, more theoretical part explains why the Internet is a good medium for marketing. The second focuses on more practical issues, ie, the things we must we know in order to do Internet marketing. To show that the Internet is a good marketing medium, we describe the potential consumers that can be reached via the Internet: who they are, what they are doing, their attitude to e-commerce, etc. We then explain the most important features of the Internet as a marketing medium and how they be used to best advantage. Lastly, using the classic AIDA framework, we present some of the online tools that are available to ensure effective marketing at all stages of the sales process. In the second, more practical part of the note we explain how Internet marketing is done. First, we describe the most commonly used tools. After that, we introduce the various types of providers that can help implement these tools. Lastly, we give various examples of online marketing campaigns

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Abstract

In this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but is broadly in two parts. The first, more theoretical part explains why the Internet is a good medium for marketing. The second focuses on more practical issues, ie, the things we must we know in order to do Internet marketing. To show that the Internet is a good marketing medium, we describe the potential consumers that can be reached via the Internet: who they are, what they are doing, their attitude to e-commerce, etc. We then explain the most important features of the Internet as a marketing medium and how they be used to best advantage. Lastly, using the classic AIDA framework, we present some of the online tools that are available to ensure effective marketing at all stages of the sales process. In the second, more practical part of the note we explain how Internet marketing is done. First, we describe the most commonly used tools. After that, we introduce the various types of providers that can help implement these tools. Lastly, we give various examples of online marketing campaigns

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