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Internet Marketing: Integrating Online and Offline Strategies

jamestpierce
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Item specifics

Condition
Acceptable: A book with obvious wear. May have some damage to the cover but integrity still intact. ...
Binding
Paperback
Weight
2 lbs
Product Group
Book
IsTextBook
Yes
ISBN
9781133625902

About this product

Product Identifiers

Publisher
Cengage South-Western
ISBN-10
1133625908
ISBN-13
9781133625902
eBay Product ID (ePID)
109483575

Product Key Features

Number of Pages
512 Pages
Language
English
Publication Name
Internet Marketing : Integrating Online and Offline Strategies
Subject
Marketing / General, E-Commerce / Internet Marketing, General
Publication Year
2012
Type
Textbook
Subject Area
Business & Economics
Author
Debra Zahay, Mary Roberts
Format
Trade Paperback

Dimensions

Item Height
0.7 in
Item Weight
36.1 Oz
Item Length
10.8 in
Item Width
8.6 in

Additional Product Features

Edition Number
3
Intended Audience
College Audience
Dewey Edition
21
Dewey Decimal
658.8/4
Table Of Content
Part I: FOUNDATIONS OF INTERNET MARKETING. 1. Internet Marketing as Part of Marketing Communications Mix. 2. The Internet Value Chain. 3. Business Models and Strategies. 4. Direct and Database Foundations. Part II: ESSENTIAL INTERNET MARKETING TOOLS. 5. Branding and Video Marketing. 6. Display Advertising and Other Customer Acquisition Tools. 7. Email Marketing to Build Consumer and Business Relationships. 8. Search Marketing-SEO and PPC. 9. Social Media Marketing. Part III: DEVELOPING INTERNET MARKETING STRATEGIES AND PROGRAMS. 10. Lead Generation and Conversion in B2B and B2C Markets. 11. Customer Relationship Development and Management. 12. Developing and Maintaining Effective Web Sites. 13. Customer Service and Support in Web Space. Part IV: EVALUATING PERFORMANCE AND OPPORTUNITIES. 14. Measuring and Evaluating Web Marketing Programs. 15. Social and Regulatory Issues: Privacy, Security, and Intellectual Property. 16. Mobile Marketing and Media Convergence.
Synopsis
INTERNET 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.

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jamestpierce

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  • by creig-42
    02 Sep, 2022

    Amazing

    GREAT. It is so informational and it details strategies that small and large corporations and easily execute.

    Verified purchase: YesCondition: Pre-ownedSold by: betterworldbookswest

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