Internet Marketing Integrating Online and Offline Strategies 3rd edition by Roberts and Zahay Test Bank

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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.

Internet Marketing Integrating Online and Offline Strategies 3rd edition by Roberts and Zahay Test Bank

Internet Marketing Integrating Online and Offline Strategies 3rd edition by Roberts and Zahay Test Bank

Table of content:

Chapter 1. Internet Marketing as Part of Marketing Communications Mix.
Chapter 2. The Internet Value Chain.
Chapter 3. Business Models and Strategies.
Chapter 4. Direct and Database Foundations.
Chapter 5. Branding and Video Marketing.
Chapter 6. Display Advertising and Other Customer Acquisition Tools.
Chapter 7. Email Marketing to Build Consumer and Business Relationships.
Chapter 8. Search Marketing SEO and PPC.
Chapter 9. Social Media Marketing.
Chapter 10. Lead Generation and Conversion in B2B and B2C Markets.
Chapter 11. Customer Relationship Development and Management.
Chapter 12. Developing and Maintaining Effective Web Sites.
Chapter 13. Customer Service and Support in Web Space.
Chapter 14. Measuring and Evaluating Web Marketing Programs.
Chapter 15. Social and Regulatory Issues: Privacy, Security, and Intellectual Property.
Chapter 16. Mobile Marketing and Media Convergence.

Product details:

Language: English
ISBN-10: 1133625908
ISBN-13: 978-1133625902
ISBN-13: 9781133625902

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