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.
Mary Lou Roberts has held both a tenured faculty position at the University of Massachusetts Boston and a number of administrative positions there including Director of Development. Her Ph.D. in marketing is from the University of Michigan. In addition to Internet Marketing: Integrating Online and Offline Strategies she is senior author of Direct Marketing Management, second edition (Prentice-Hall, 1999) and second author of the forthcoming Customer Relationship Management (with Prof. Raymond R. Liu). She has published extensively in marketing journals in the U.S. and Europe and presently serves on a number of editorial review boards including the Journal of Database Marketing, the Journal of Financial Services Marketing and the Journal of Consumer Marketing. Her current scholarly work deals with information-driven marketing strategies, measurable marketing programs, marketing metrics and consumer-created media. She served several terms as a director of the Boston Chapter of the American Marketing Association and two terms on the national board of the AMA. As a representative of the AMA, Dr. Roberts also served two terms on the advisory committee to the United States Bureau of the Census. She was a member of the Board of Directors of the Massachusetts Audubon Society for fifteen years, serving at various times as a member of the Executive Committee and chair of the Marketing Committee.