Internet Marketing: Integrating Online and Offline Strategies. Front Cover · Mary Lou Roberts, Debra Zahay. Cengage Learning, Mar 28, – Business. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of Mary Lou Roberts,Debra Zahay. INTERNET MARKETING, 3RD EDITION provides comprehensive coverage of the rapidly changing field of Internet By Mary Lou Roberts, Debra Zahay.
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Internet Marketing: Integrating Online and Offline Strategies – Mary Lou Roberts – Google Books
It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of options, across the marketing and logistics mix that they can offer to their customers, suppliers, and partners.
That ongoing challenge represents the essential theme of this text. Other editions – View all Internet Marketing: She is senior author of Direct Marketing Management, 2e, available on her website www. 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.
Account Options Sign in. She has been an active member of many professional organizations and has served on a number of their boards. She has published extensively in marketing journals in the U.
intednet In this process, businesses are transformed from isolated entities into extended enterprises-organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations.
Foundations of Internet Marketing. The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies.
Developing Internet Marketing Strategies and Programs. The Internet Marketing Paradigm.
This text builds upon the fact that the future of the Internet lies in the activities of organizations large and small–in all market spaces–that use the Internet to improve service to customers and increase organizational zahxy. Integrating Online and Offline Strategies.
This text builds upon the fact that the future of the Internet lies in From inside the book.
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. Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest.
Evaluating Performance and Opportunities. Contents Foundations of Internet Marketing.
Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. Integrating Online and Offline Strategies.
Internet Marketing: Integrating Online and Offline Strategies
Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations.
Selected pages Page 1.
It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student roberfs of Internet marketing issues Essential Internet Marketing Tools. My library Help Advanced Book Search. Media content referenced within the product description or the product text may not be available in the ebook version.
Mary Lou RobertsDebra Zahay.