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

By: Contributor(s): Material type: TextTextPublication details: Mason, OH : South-Western Cengage Learning, c2013.Edition: 3rd edDescription: xxii, 484 p. : col. ill. ; 28 cmISBN:
  • 978-1133627012
Subject(s): 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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Holdings
Item type Current library Call number Status Date due Barcode Course reserves
REGULAR University of Wollongong in Dubai Main Collection 658.848 RO IN (Browse shelf(Opens below)) Available T0015957

MARK301 Autumn2025

REGULAR University of Wollongong in Dubai Main Collection 658.848 RO IN (Browse shelf(Opens below)) Available T0045246

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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