Essay about Marketing

18626 Words Jun 25th, 2014 75 Pages
INTERNET MARKETING
ACQUISITION PROCESS Case: www.flashgame4fun.com

Lahti University of Applied Sciences Degree Program in International Business Thesis Winter 2008 Nguyen Phuong Linh Hoang Tung

Lahti University of Applied Sciences Faculty of Business Studies NGUYEN P. LINH AND HOANG TUNG: Internet Marketing Acquisition Process Case: www.flashgame4fun.com

Bachelor’s Thesis of Degree Program in International Business, 103 pages, 15 appendices Winter 2008 ABSTRACT

Internet marketing is becoming a hot topic in every business sector, and gradually plays a truly important role in any company’s multi-channel marketing strategy. However, how to apply Internet marketing especially how to utilize it to attract more visitors to a
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2! 3! 6! 6! 9!

THE INTERNET AND THE MARKETING MIX INTERNET MARKETING – COMPANY AND CUSTOMER

PERSPECTIVES 3.1! Internet marketing – Company perspectives

13! 13! 13! 14! 14! 15! 15! 16! 16! 17!

3.1.1! Drivers for Internet marketing 3.1.2! Marketing channel preference 3.1.3! How to be successful in Internet marketing 3.1.4! Effects on environment 3.1.5! Catering to consumer interest 3.1.6! Focus on gender 3.2! Internet marketing – consumer perspectives

3.2.1! Consumer privacy 3.2.2! Consumers decision making process in buying a product or using a service 3.2.3! How consumers evaluate companies in the Internet 3.2.4! Factors preventing consumers from Enjoying Internet marketing 3.2.5! Effects of consumer gender differences on Internet purchases 4! ACQUISITION PROCESSES 4.1! Search Engine Marketing

17! 18! 18! 18! 19! 21!

4.1.1! Search Engine Optimization 4.1.2! Pay-per-click 4.1.3! Trusted feed 4.2! 4.3! 4.4! 4.5! 4.6! 4.7! 5! Online Partnerships Interactive Advertising Email marketing Online PR Viral Marketing Offline campaigns

24! 25! 27! 27! 30! 31! 32! 33! 34! 35! 35! 37! 37! 41! 46! 57! 60! 63!

CASE STUDY – IDEA WORKS TMI 5.1! 5.2! Flashgame4fun.com website Applied Process

5.2.1 ! Search Engine Optimization 5.2.2 ! Link building (Online PR and Online Partnerships) 5.3! 6! Results and Analysis

SUMMARY

REFERENCES APPENDICES

GLOSSARY

IP: Internet Protocol. HTML: Hypertext

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