Internet Marketing Case Study by Jay Writtings LLC

Internet Marketing
Talks about how the Internet is a powerful medium for communications and discusses Internet marketing in detail.
# 119760 | 4,204 words | 14 sources | APA | 2010 | US

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This paper details all aspects associated with Internet marketing in great detail and breaks it up into three parts: branding, marketing strategies, and online consumer behavior. It specifically discusses and critiques marketing strategies used by the leading British clothing manufacturer, Alison Hayes, as the company is said to use its website and the internet as a primary communications medium.

Part 1
Elements of a Brand
Brand Identity
Core Identity
Extended Identity
Brand Position
Brand Image
Brand Equity
Brand Awareness
The Brand Score Card
Part 2
Internet Marketing Strategy
A Comparison of Attributes
Driving Traffic to the Site
Search Engine Optimization (SEO)
Ad Benners
Opt-in Lists
The Way People Search
Being in the Consideration Set
Being Top of Mind
Keeping in Touch
Interactive Websites
Building Brands Through Publicity
Customer Rewards and Loyalty
Faceless on the Net
Part 3
Online Consumer Behavior
Building Credibility

From the Paper:

"A Comparison of Attributes
"In comparing the website attributes of Alison Hayes with other websites we will actually be benchmarking sites in similar businesses. There is a risk in just benchmarking companies in the same market: It is possible that some of the best practices by companies outside the market may be overlooked. Therefore for our exercise we will make a comparison of the Alison Hayes website to a UK site and where possible to a website immaterial of the market it serves. The company owned website is
"We are more concerned with the 38% of users who use specific search terms to locate sites of interest to them expect to find information on the landing page that is in sync with their search objectives."

Sample of Sources Used:

  • Kotler, P 2001, Marketing Management, The Millennium edn, Prentice Hall India, New Delhi.
  • Aaker, DA 1996, Building Strong Brands, Free Press, New York.
  • Kapferer, JN 2000, Strategic Brand Management, 2nd edn, Kogan Page India, New Delhi.
  • Aaker, DA & Joachimsthaler, E 2000, Brand Leadership, Free Press, New York.30% of Internet users go online without any specific reasons 2006. Retrieved May 12, 2006, from <>.
  • Solomon, MR, 2002, Consumer Behavior Buying Having and Being, 5th edn, Prentice Hall, New Jersey.

Cite this Case Study:

APA Format

Internet Marketing (2010, May 24) Retrieved December 08, 2019, from

MLA Format

"Internet Marketing" 24 May 2010. Web. 08 December. 2019. <>