Internet marketing : integrating online and offline strategies /
Roberts, Mary Lou.
Internet marketing : integrating online and offline strategies / Mary Lou Roberts, Debra Zahay. - 3rd ed. - Mason, OH : South-Western Cengage Learning, c2013. - xxii, 484 p. : ill. ; 28 cm.
Includes bibliographical references and index.
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.
9781133625902 (pbk.) RM327.18 1133625908 (pbk.) 9781133627012 (pbk.) 1133627013 (pbk.)
Internet marketing.
Internet marketing : integrating online and offline strategies / Mary Lou Roberts, Debra Zahay. - 3rd ed. - Mason, OH : South-Western Cengage Learning, c2013. - xxii, 484 p. : ill. ; 28 cm.
Includes bibliographical references and index.
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.
9781133625902 (pbk.) RM327.18 1133625908 (pbk.) 9781133627012 (pbk.) 1133627013 (pbk.)
Internet marketing.