One of the best books for gaining the theory of online marketing and advertising is eMarketing eXcellence by Chaffey and Smith. The latest edition is from 2008 and looks into the future of marketing and the use of web 3.0 as well as the current issues as social networks and user generated content. What is very useful are the special tips and tricks boxes around the topic of website design and optimization. Also the use and meaning of Pay Per Click is very well explained, not just by the example of Google.
Cost - 45 Pounds
ISBN - 0750689455
