Internet marketing : integrating online and offline strategies / by Mary Lou Roberts. and Debra Zahay

By:

Roberts, Mary Lou [author]

Contributor(s):

Zahay ,Debra [joint author]

Material type: Text

TextLanguage: English Publication details: Mason : South-Western Cengage Learning, 2013.Edition: 3rd edDescription: xxii, 484 p. : illISBN:

9781133625902

Subject(s):

Internet marketing

DDC classification:

658.872 ROB/I

Summary: 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.

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Holdings
Item type	Current library	Home library	Call number	Status	Date due	Barcode	Item holds
Technical Reference Book	Central Library, IIT Bhubaneswar	Central Library, IIT Bhubaneswar	658.872 ROB/I (Browse shelf(Opens below))	Available		6820
Technical Reference Book	Central Library, IIT Bhubaneswar	Central Library, IIT Bhubaneswar	658.872 ROB/I (Browse shelf(Opens below))	Available		6792

Total holds: 0

Includes Index.

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.

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