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Published: 15 March 2007

560 Pages | Numerous colour illustrations, tables, and figures


ISBN: 9780199265855

Bookseller Code (AG)

This text is published by OUP Higher Education Division

Chapter 1 online resources

Online Marketing

A Customer-Led Approach

Richard Gay, Alan Charlesworth, and Rita Esen

  • Structured by the authors' own 4P's online planning model of Positioning, Permission, Partnership and Performance, traditional marketing concepts such as the marketing mix and buyer behaviour are considered in an integrated fashion as online marketing evolves. By using familiar marketing theory, students' understanding is aided, as new concepts are grounded on existing knowledge.
  • Focuses in an engaging way on up-to-date and modern operational aspects such as blogging, covering them in detail from initial descriptions to their use as marketing tools.
  • Stresses that the customer should remain the central focus in online interactions and that beneficial, innovative experiences are vital for developing loyalty and sustainable competitive advantage.
  • Dedicates a whole chapter acknowledging the crucial role played by search engines in building site traffic and brand building by industry expert, Mike Grehen.
  • Includes a whole chapter on web site development. Taken from a marketing perspective, subjects addressed include the basic elements of effective web design, the place of usability in web site design and the importance of content and its management.
  • Legal issues, in the form of Legal Eagle boxes and self-regulation underpin the text, highlighting at every stage the legal constraints for online marketers. This ensures that students are fully equipped with the legal knowledge expected by firms operating 'across borders' in the online workplace.
  • Fully supported by an Online Resource Centre.

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