Links to other chapters

This chapter builds on concepts and frameworks introduced earlier in the book. The main related chapters are as follows:

> Chapter 4, which introduces strategic approaches to exploiting the Internet

> Chapter 6, which examines customer relationship management issues

> Chapter 7, which provides an introduction to the characteristics of Internet consumer behaviour

> Chapter 8, covering issues relating to successful site development and operations

> Chapter 11, covering inbound retail logistics and the supply-side of operations in reseller markets

Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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