Internet marketing : integrating online and offline strategies - Roberts, Mary Lou.; Zahay, Debra L. (Mason, OH : South-Western Cengage Learning, 2013)
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.
Includes bibliographical references and index.
Keywords: Internet marketing