Internet Marketing Intelligence: Resources Tools, Techniques, and Resources by Edward Forrest (2002, Paperback)

Key Details
Author:	Edward Forrest
Language:	English
Publisher:	Irwin Professional Pub
Series:	McGraw-Hill/Irwin Series in Marketing
Format:	Paperback
ISBN-10:	0072821116
ISBN-13:	9780072821116

Size
Length:	240 pages
Height:	10 in
Width:	8 in
Thickness:	0.5 in
Weight:	15.2 oz

Publisher's Note

Internet Marketing Intelligence outlines the research tasks and tools available to market researchers today.

This essential guide introduces a step-by-step approach to utilizing the Internet to target customers and create successful marketing plans. Researchers will learn how to properly document resources, delineate tools, and take advantage of newsgroups, discussion lists, search engines, and more.

For market researchers, the question is not should they use the Internet, but rather how they should use the Internet. Internet Marketing Intelligence: Research Tools, Techniques & Resources, 1/e, shows researchers exactly how to do this. This specialized, practically focused, succinct, flexible, “how-to” text shows researchers how to document the resources, delineate the tools, and to demonstrate the techniques utilized when conducting marketing research on and through the Internet. Traditional marketing courses continue to introduce the “e” factor into their classrooms as the Internet integrates itself into these subject areas, and, unlike other texts in this area, Internet Marketing Intelligence provides in-depth coverage of online market research concepts and techniques that help marketing students obtain timely and accurate information necessary to orchestrate the marketing mix. Using a step-by-step approach, the text demonstrates how to utilize the Internet to target customers and create and implement marketing plans. The foundations (“whens, wheres & hows”) of how the Internet assists marketing practitioners in their essential tasks of gathering, evaluating and applying marketing intelligence is also explored both in the text. Regular updates on the Internet Marketing Intelligence website-http://www.mhhe.com/forrest keeps the text materials current and relevant.nd relevant.nd relevant.