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Internet marketing : integrating online and offline strategies /

By: Roberts, Mary Lou
Title By: Zahay, Debra L
Material type: BookPublisher: Mason, OH : South-Western Cengage Learning, c2013.Edition: 3rd ed.Description: xxii, 484 p. : col. ill. ; 28 cm.ISBN: 978-1133627012Program: MARK301Subject(s): Cybermarketing | Online-Marketing | Internet marketing
Summary:
INTERNET MARKETING, 3E, International 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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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection 		658.848 RO IN (Browse shelf) Available T0015957
REGULAR University of Wollongong in Dubai
Main Collection 		658.848 RO IN (Browse shelf) Available T0045246
Total holds: 0

INTERNET MARKETING, 3E, International 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.

Includes bibliographical references and index.

MARK301

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