Internet marketing integrating online and offline strategies
INTERNET MARKETING, 3RD EDITION provides comprehensive coverage of the rapidly changing field of Internet marketing that is timely and relevant. It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing i...
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
United Kingdom
South-Western, Cencage Learning
2013
|
| Edition: | International edition |
| Subjects: | |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Table of 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