Readings & Resources
Readings (compulsory)
- David Chaffey ''Internet Marketing - Strategy, Implementation and Practice"", Fourth Edition, Pearson Education Ltd., 2009.
- Student resources for each chapter of the book here: http://wps.pearsoned.co.uk/ema_uk_he_chaffey_intmark_4/106/27354/7002793.cw/index.html
- David Meerman Scott ''The New Rules of Marketing and PR"", Second Edition, John Wiley & Sons, Inc., 2010.
- Tamar Weinberg ''The New Community Rules: Marketing on the Social Web"", O'Reilly, 2009.
- Michael Rappa, http://digitalenterprise.org
Online articles and reports
- Article about the free dating site Plenty of fish that generates $ 10 million in advertising revenue for a 2 people company.
- Article about how customer service makes the difference.
- Case study
Acknowledgements
The course draws upon David Chaffey's course on Internet Marketing.