title for Marketing guide
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overview

attention

advertising

markets

bodies

direct

reputation

research

names

clickfraud

placement

loyalty

coupons

viral

section heading icon     overview

This guide points to recent industry studies, sites and some of the more valuable (or merely more publicised) books about marketing online.

subsection heading icon     contents of this guide

The following pages cover -

  • the Attention Economy - an introduction to the 'attention economy' and the web's relationship with other media
  • Advertising - industry studies, government reports and other reading about the web as an advertising medium
  • Markets - writing about the online consumer
  • Bodies - industry groups and academic centres
  • Direct - a closer look at online direct marketing
  • Reputation - reputation management online
  • Research - pointers to writing about online market research, including methodologies and ethics
  • Names - domain-naming principles, practice, businesses and literature
  • Clickfraud - misbehaviour in online advertising
  • placement - search-based advertising
  • loyalty - online and offline consumer loyalty schemes
  • coupons - online and offline coupon schemes
  • viral - hype and reality regarding online 'viral marketing'






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version of September 2002
© Bruce Arnold
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