Internet Marketing: Integrating Online and Offline Strategies

Name: Internet Marketing: Integrating Online and Offline Strategies
Brand: Cengage Learning Inc
SKU: 9781133625902
Price: 79.19 EUR
Availability: InStock

★★★★★

English

By (author): Cram101 Textbook Reviews Debra L. Zahay Debra Zahay Mary Roberts

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 issues. 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. 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. That ongoing challenge represents the essential theme of this text. See more

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A01=Cram101 Textbook ReviewsA01=Debra L. ZahayA01=Debra ZahayA01=Mary RobertsAge Group_UncategorizedAuthor_Cram101 Textbook ReviewsAuthor_Debra L. ZahayAuthor_Debra ZahayAuthor_Mary Robertsautomatic-updateCategory1=Non-FictionCategory=KJSCOP=United StatesDelivery_Pre-orderLanguage_EnglishPA=Temporarily unavailablePrice_€50 to €100PS=Activesoftlaunch

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Product Details

Weight: 1021g
Dimensions: 218 x 275mm
Publication Date: 28 Mar 2012
Publisher: Cengage Learning Inc
Publication City/Country: United States
Language: English
ISBN13: 9781538818626

About Cram101 Textbook ReviewsDebra L. ZahayDebra ZahayMary Roberts

Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 20122017 where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois. Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997 Dr. Roberts's article Expanding the Role of the Direct Marketing Database was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards including the American Marketing Association Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020 leaving a significant gap in today's marketing and management educational profession.