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Internet Marketing : Integrating Online and Offline Strategies by Mary Lou Roberts (2007, Trade Paperback)

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Product Information

This text provides comprehensive coverage of the 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 into their strategies and media plans. That ongoing challenge represents the essential theme of this text.

Product Identifiers

Publisher
Cengage Learning Custom Publishing
ISBN-10
0759392781
ISBN-13
9780759392786
eBay Product ID (ePID)
57052239

Product Key Features

Author
Mary Lou Roberts
Publication Name
Internet Marketing : Integrating Online and Offline Strategies
Format
Trade Paperback
Language
English
Publication Year
2007
Type
Textbook
Number of Pages
395 Pages

Dimensions

Item Length
10.9in
Item Height
0.6in
Item Width
8.6in
Item Weight
28.9 Oz

Additional Product Features

Lc Classification Number
Hf5415.1265.R6185
Edition Number
2
Table of Content
FOUNDATIONS OF INTERNET MARKETINGChapter 1- Internet Marketing Joins the MainstreamChapter 2- The Internet Value ChainChapter 3- Business Models and StrategiesChapter 4- Direct and Database FoundationsINTERNET MARKETING STRATEGIES AND PROGRAMSChapter 5- Understanding the Internet ConsumerChapter 6- Customer Acquisition: Brand Development and Online AdvertisingChapter 7- Customer Acquisition: Search, Email and Other Acquisition TechniquesChapter 8- Customer Relationship Development and ManagementChapter 9- Customer Service and SupportChapter 10- Developing and Maintaining Effective Web SitesEVALUATING PERFORMANCE AND OPPORTUNITIESChapter 11- Measuring and Evaluating Web Marketing ProgramsChapter 12- Social and Regulatory Issues: Privacy, Security & Intellectual PropertyChapter 13- Marketing AutomationChapter 14- The Wireless Future
Copyright Date
2008
Target Audience
College Audience
Topic
Marketing / General, E-Commerce / Internet Marketing, General
Dewey Decimal
658.8/4
Dewey Edition
21
Illustrated
Yes
Genre
Business & Economics

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Picture 1 of 1

Internet Marketing : Integrating Online and Offline Strategies by Mary Lou Roberts (2007, Trade Paperback)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Internet Marketing : Integrating Online and Offline Strategies

item 2 Internet Marketing: Integrating Online and Offline Strategies by Roberts, Mar…

Best Selling in Textbooks

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Research Design : Qualitative, Quantitative, and Mixed Methods Approaches by J. David Creswell and John W. Creswell (2022, Trade Paperback)

Diagnostic and Statistical Manual of Mental Disorders : DSM-5-TR by American Psychiatric Association (2022, Hardcover)

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