Internet Marketing: Integrating Online And Offline Strategies

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E-Book Overview

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. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

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E-Book Information

• Year: 2,012

• Edition: 3

• Pages: 512

• Pages In File: 508

• Language: English

• Topic: 4

• Identifier: 9,781,133,625,902

• Asin: B00B6F3LWC

• Commentary: rasterized pages

• Paginated: 1

• Org File Size: 69,036,501

• Extension: pdf

• Generic: 2B91F0F2B6C5F47AF4FA7B90A5840D14

• Toc: Contents Foundations of Internet Marketing 1 Essential Internet Marketing Tools 115 Developing Internet Marketing Strategies and Programs 253 Evaluating Performance and Opportunities 373 Glossary 469 Index 473 Copyright