The McGraw-Hill 36-Hour Course: Online Marketing is a book
that will teach you about online marketing tools and how to apply
them to support marketing credibility, visibility, and sellability.
This book is written for students, entrepreneurs, marketers, and
professionals—in short, anyone who wants to understand the art
and science of online marketing. No matter what your academic or professional
level, this book will teach you how to think critically about applying web
marketing to support your goals. This book is designed to help organizations
both large and small, for-profi t and nonprofi t, established and start-up. It can
be studied individually or collectively.
Online marketing has strong distinctions over other forms of marketing,
and trends and tools continue to evolve. However, one constant of web
marketing will always stay intact—it is a way to make meaningful exchanges
that create, maintain, and cultivate relationships.
As you read this book, remember that the true meaning of marketing
is maximizing relationships. Tools like websites, e-mail, social media, web
analytics, search engines, and online advertising are merely marketing support
systems that help build and maintain relationships and subsequently make
sales. How these tools are used to make meaningful relationships is where the
key to success lies.