Internet Marketing: Integrating Online and Offline Strategies / Edition 2

Internet Marketing: Integrating Online and Offline Strategies / Edition 2

by Mary Lou Roberts
Pub. Date:
Cengage Learning

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Internet Marketing: Integrating Online and Offline Strategies / Edition 2

Internet Marketing: Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest. This text builds upon the fact that the future of the Internet lies in the activities of organizations large and small—in all market spaces—that use the Internet to improve service to customers and increase organizational productivity. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of options, across the marketing and logistics mix that they can offer to their customers, suppliers, and partners. The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies. In this process, businesses are transformed from isolated entities into extended enterprises-organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations.

Product Details

ISBN-13: 9780759392786
Publisher: Cengage Learning
Publication date: 05/22/2007
Edition description: Older Edition
Pages: 395
Product dimensions: 8.50(w) x 10.70(h) x 0.70(d)

Table of Contents


Chapter 1 Marketing on the Internet: New Medium, New Channel, New Creation?
The Development of the Internet as a Commercial Medium
Information-Driven Strategy at the Sabre System
Key Characteristics of Today's Internet
The Internet Marketing Paradigm
The Internet Infrastructure Stack
Strategic Drivers of the Internet Economy
Chapter 2 The Internet Value Chain
How The Internet Creates Value
Value Chain Concepts
Developing Strategies That Exploit the Internet Value Chain
EDI, ERP and Web Services
The Benefits of an Integrated Value Chain
Chapter 3 Business Models and Strategies The B2C Space
The Economics of Internet Marketing
Creating Customer Value
Consumer-Focused Business Models
Chapter 4 Business Models and Strategies The B2B Space
Applications in Both Horizontal and Vertical Markets
Enterprise-Focused Business Models
Public, Consortia, Auction-Based
Emerging Models including M2M and P2P
(and more...)

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