BN.com Gift Guide

Internet Marketing: Integrating Online and Offline Strategies / Edition 3

Paperback (Print)
Rent
Rent from BN.com
$18.58
(Save 83%)
Est. Return Date: 02/16/2015
Buy Used
Buy Used from BN.com
$68.84
Used and New from Other Sellers
Used and New from Other Sellers
from $57.00
Usually ships in 1-2 business days
(Save 49%)
Other sellers (Paperback)
  • All (21) from $57.00   
  • New (12) from $98.54   
  • Used (9) from $57.00   

Overview

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.

Read More Show Less

Product Details

  • ISBN-13: 9781133625902
  • Publisher: Cengage Learning
  • Publication date: 3/28/2012
  • Edition description: New Edition
  • Edition number: 3
  • Pages: 512
  • Sales rank: 262,744
  • Product dimensions: 10.70 (w) x 8.40 (h) x 0.90 (d)

Meet the Author

Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Her Ph.D. in marketing is from the University of Michigan. She is senior author of Direct Marketing Management, 2e, available on her website www.marylouroberts.info. She has published extensively in marketing journals in the U.S. and Europe. Dr. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations. She has been an active member of many professional organizations and has served on a number of their boards.

Debra Zahay is the Restaurant.com Professor of Interactive Marketing at Northern Illinois University. She holds her Doctorate in Marketing from the University of Illinois, her Master of Management from Northwestern University in Evanston, Illinois, her Juris Doctor from Loyola University in Chicago and her undergraduate degree from Washington University in St. Louis. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information. Some current and recent research topics include customer information management for competitive advantage, information use in new product development and particularly crowd-sourcing, data warehousing in CRM environments, email personalization and other aspects of interactive marketing. Some of the journals in which she has published include Journal of Product Innovation Management, Decision Sciences, Industrial Marketing Management, Journal of Advertising Research, Journal of Business and Industrial Marketing, Journal of Interactive Marketing, Interactive Marketing, Journal of Database Marketing, and in the working paper series for the Marketing Science Institute. She has presented her work at many academic and practitioner conferences. Prior teaching experiences include North Carolina State University in Raleigh, North Carolina and DePaul University in Chicago, Illinois. Dr. Zahay has been the President of her own database and relationship management consulting firm since 1993 and has extensive experience helping companies identify and develop customer relationships. Her prior business experience includes senior marketing management responsibilities at MCI Telecommunications and Dun & Bradstreet. She has also served as a Vice President on the Executive Board of the Chicago American Marketing Association and currently serves on the Board of the Chicago Association of Direct Marketing.

Read More Show Less

Table of Contents

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.

Read More Show Less

Customer Reviews

Average Rating 1
( 2 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(2)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted March 7, 2014

    No text was provided for this review.

  • Anonymous

    Posted February 23, 2014

    No text was provided for this review.

Sort by: Showing all of 2 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)