Test Bank for Internet Marketing Integrating Online and Offline Strategies 3rd Edition by Mary Lou Roberts

Test Bank for Internet Marketing Integrating Online and Offline Strategies 3rd Edition by Mary Lou Roberts, Debra Zahay

This is full Test Bank for Internet Marketing Integrating Online and Offline Strategies 3rd Edition by Mary Lou Roberts, Debra Zahay

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Product Description

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.

Test Bank for Internet Marketing Integrating Online and Offline Strategies 3rd Edition by Mary Lou Roberts, Debra Zahay

Test Bank for Internet Marketing Integrating Online and Offline Strategies 3rd Edition by Mary Lou Roberts

Table of contents

PART 1: Foundations of Internet Marketing
1. Internet Marketing as Part of the Marketing Communications Mix
2. The Internet Value Chain
3. Business Models and Strategies
4. The Direct Response and Database Foundations of Internet Marketing
PART 2: Essential Internet Marketing Tools
5. Online Branding and Video Marketing
6. Display Advertising and Other Customer Acquisition Techniques
7. Email Marketing to Build Consumer and Business Relationships
8. Search Marketing: SEO and PPC
9. Social Media Marketing
PART 3: Developing Internet Marketing Strategies and Programs
10. Lead Generation and Conversion in B2B Markets
11. Customer Relationship Development and Retention Marketing
12. Developing and Maintaining Effective Websites
13. Customer Service and Support in Web Space
PART 4: Evaluating Performance and Opportunities
14. Measuring and Evaluating Web Marketing Programs
15. Social and Regulatory Issues: Privacy, Security, and Intellectual Property
16. Mobile Marketing and Related Development

Product details

Language: English
ISBN-10: 1133625908
ISBN-13: 978-1133625902
ISBN-13: 9781133625902

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