Internet marketing : integrating online and offline strategies /
Roberts, Mary Lou
Internet marketing : integrating online and offline strategies / Mary Lou Roberts, Debra Zahay - Third edition - Mason, OH : South-Western Cengage Learning, 2013 - xxii, 484 pages : illustrations ; 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.
9781133627012
INTERNET MARKETING
HF 5415.1265 / R62I 2013
Internet marketing : integrating online and offline strategies / Mary Lou Roberts, Debra Zahay - Third edition - Mason, OH : South-Western Cengage Learning, 2013 - xxii, 484 pages : illustrations ; 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.
9781133627012
INTERNET MARKETING
HF 5415.1265 / R62I 2013