Online marketplace analysis [electronic resource] / Dave Chaffey.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Digital marketing best practice: Publisher: London : Henry Stewart Talks, 2010Description: 1 online resource (1 streaming video file (42 min.) : color, sound)Subject(s): Internet marketing | Market researchOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Micro and macro-factors -- Reasons for analysis -- Online SWOT analysis -- Key marketplace actors -- Customer behavior models -- Search keyphrase behavior -- Online value proposition -- Competitor analysis -- Intermediary analysis -- Introduction to 6 digital communications -- Digital channel governance.
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Mode of access: World Wide Web.