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Instructor's Edition: Internet Marketing: Integrating Online and Offline Strategies / Edition 2
     

Instructor's Edition: Internet Marketing: Integrating Online and Offline Strategies / Edition 2

by Mary Lou Roberts
 

ISBN-10: 0759391653

ISBN-13: 9780759391659

Pub. Date: 05/22/2007

Publisher: CENGAGE Learning Custom Publishing

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

Overview

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 Details

ISBN-13:
9780759391659
Publisher:
CENGAGE Learning Custom Publishing
Publication date:
05/22/2007
Edition description:
Teachers G
Pages:
395
Product dimensions:
8.40(w) x 10.80(h) x 0.60(d)

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