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Internet Marketing Intelligence, 2/e
Edward Forrest, University of Alaska

The Internet is now the largest repository of human knowledge. Internet Marketing Intelligence is a practical 'how to' guide that effectively and comprehensively outlines both the research tasks and the research tools available to today's market researcher.

UNPRECEDENTED COVERAGE OF ONLINE MARKET RESEARCH TOOLS AND ISSUES

Internet Marketing Intelligence provides a useful overview of the nature and application of research tools such as email, newsgroups and discussion lists, cookies, and search and meta-search engines. It also details how the Internet can be used for:

  • personal, environmental, consumer and competitor intelligence

  • survey, focus group, product and copy testing.

This text addresses the current and critical concerns of every market researcher, including the reliability and validity of data sources and web sites. Internet Marketing Intelligence also examines the issues and legalities surrounding user privacy, consumer protection, data security, intellectual property, fair use, trademarking and copyright.

CENTRED AROUND EXAMPLES AND APPLICATIONS

Internet Marketing Intelligence lists hundreds of web sites that aid the marketer in their research, with over 100 of these reviewed in further depth to extend understanding.

TEACHING AND LEARNING AIDS

This text is accompanied by a complete set of PowerPoint slides, summarising all the key points. These slides are an invaluable tool for instructors and students alike, and are available from this Online Learning Centre!







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