Title:
Internet marketing : integrating online and offline strategies / Mary Lou Roberts, Debra Zahay.
Author:
Roberts, Mary Lou.
Zahay, Debra L.
Publication Information:
Mason, OH : South-Western Cengage Learning, ©2013.
Call Number:
HF5415.1265 .R617 2012
Abstract:
NTERNET MARKETING, 3RD EDITION provides comprehensive coverage of the rapidly changing field of Internet marketing that is timely and relevant. It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues. Above all, it works on the premise that the Internet--whether used as a medium of communication or as a channel of distribution--is only one component of the contemporary marketer's arsenal. The key issue facing marketers today is how to best integrate this powerful new component, continuing developments in Internet marketing into their strategies and media plans. That ongoing challenge represents the essential theme of this text.
Edition:
3rd ed.
ISBN:
9781133625902
9781133627012
Physical Description:
xxii, 484 pages : illustrations ; 28 cm
Subject Term:
Contents:
Internet marketing as part of the marketing communications mix -- The internet value chain -- Business models and strategies -- The direct response and database foundations of internet marketing -- Online branding and video marketing -- Display advertising and other customer acquisition techniques -- Email marketing to build consumer and business relationships -- Search marketing: SEO and PPC -- Social media marketing -- Lead generation and conversion in B2B markets -- Customer relationship development and retention marketing -- Developing and maintaining effective websites -- Customer service and support in web space -- Measuring and evaluating web marketing programs -- Social and regulatory issues: privacy, security, and intellectual property -- Mobile marketing and related developments.
Added Author:
Personal Author:
Subject:
