Web Marketing: Trends and Cases

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The IT revolution and the resultant increase in the Internet penetration have induced marketers to look at Internet as a new marketing tool to reach customers. In todayâ€™s dynamic market place, e-business is emerging as an important differentiator that promises a unique competitive advantage to the firms. As the Internet penetration increases in the coming years, the dependence on web as an enabler of marketing is also expected to increase. Due to this, there is an increasing need for insights into the intricacies of the concept of web marketing and also the marketing strategies that need to be framed for marketing on the web. This book aims to throw light on the generic concept of web marketing, the tools and the processes for web marketing and the strategies for web marketing, in three comprehensive sections. An exclusive section on case studies is also included to highlight the experiences of several marketers in their successful efforts to market their products on the web.

ABOUT THE AUTHOR N.M. Shanthi

N.M. Shanthi holds a Master's degree in Economics from the University of Madras, India. She has more than 5 years of experience in the IT Training Segment as a marketing professional. She is presently working as a Faculty Member at the Icfai Business School Research Center, Chennai. She also teaches marketing management at Icfai Business School, Chennai. Her areas of interest are marketing and consumer behaviour with a specific focus on the telecom industry. She had presented research papers in various seminars and international conferences and is a regular contributor of articles to various management journals and business magazines.