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Internet marketing : integrating online and offline strategies

Author: Mary Lou Roberts; Debra L Zahay
Publisher: Mason, OH : South-Western Cengage Learning, ©2013.
Edition/Format:   Print book : English : 3rd edView all editions and formats
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Document Type: Book
All Authors / Contributors: Mary Lou Roberts; Debra L Zahay
ISBN: 9781133625902 1133625908 9781133627012 1133627013
OCLC Number: 779244962
Description: xxii, 484 pages : illustrations ; 28 cm
Contents: Internet marketing as part of the marketing communications mix --
The internet value chain --
Business models and strategies --
The direct response and database foundations of internet marketing --
Online branding and video marketing --
Display advertising and other customer acquisition techniques --
Email marketing to build consumer and business relationships --
Search marketing: SEO and PPC --
Social media marketing --
Lead generation and conversion in B2B markets --
Customer relationship development and retention marketing --
Developing and maintaining effective websites --
Customer service and support in web space --
Measuring and evaluating web marketing programs --
Social and regulatory issues: privacy, security, and intellectual property --
Mobile marketing and related developments.
Responsibility: Mary Lou Roberts, Debra Zahay.

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