Internet Marketing

By Charles F. Hofacker

* Online Activities. Each chapter in this text has an Online Activities section tied to research activities using the Interactive Journal. By using the Interactive Journal to complete the exercises, readers can gain a better understanding of the chapter topics while becoming familiar with the features and strengths of the Interactive Journal. * The purchase of the textbook allows the reader four months of access to the Wall Street Journal Interactive Edition. * The Internet is unsurpassed in its ability to point readers to live examples of the main points.

• Format: Hardcover
• Language: English
• ISBN: 189249700X
• ISBN13: 9781892497000
• Release Date: August 1998
• Publisher: Digital Springs Inc
• Length: 176 Pages
• Weight: 0.65 lbs.
• Dimensions: 8.5" x 11.0"

Customer Reviews

Offers An Innovative Educational Opportunity!

     With the development of the Internet into a full-blown marketing success, a number of college courses and other instructional materials have surfaced to offer entrepreneurs hope of succeeding with their online businesses. Charles F. Hofacker has written Internet Marketing as a textbook for such a course.     This book covers a broad spectrum of topics related to Internet marketing. Concisely written, it's packed with key marketing principles and strategies for productive Website design, Website promotion, developing content, targeting audiences, advertising, generating revenue, online communications, and legal and ethical matters, to name a few. The author raises a number of important issues that require attention. A helpful glossary of terms is provided at the back of the book.     The author has created an innovative educational opportunity by designing interactivity between the book and its companion Website. Each chapter, a lesson by itself, is linked to the Website for additional course materials on its topic. Furthermore, students are able to capitalize upon the resources found on the Internet for live examples of the main points covered in the book. This approach allows students to work at their own pace at a time and location more convenient for them.      If you are looking for a detailed explanation of all the in's and out's of Internet marketing, this book is not for you. However, this book in conjunction with its companion Website does offer a concise education in Internet marketing principles. The content is on target. This book would make a great primer and resource tool when time is short!

Excellent quick intro with good marketing fundamentals

Hofacker's brief book provides an excellent quick introduction to the topic. Unlike many texts in this field, Hofacker is both up to date on the Internet and in touch with marketing fundamentals. Hofacker directly applies basic concepts from fields like consumer behavior to the field of Internet marketing. If you are starting from Square One, Hofacker's work is the weekend read you've been looking for. If someone were going to write a full-fledged textbook in this area, Hofacker's work would provide the essential core.