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The McGraw-Hill 36-Hour Course: Online Marketing (McGraw-Hill 36-Hour Courses)

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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.

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