000			02382nam a22002177a 4500
999			_c1960 _d1960
005			20220324120153.0
008			220316b ||||| |||| 00| 0 eng d
020			_a9788131531785
082			_a658.872 _bROB
100			_aRoberts, Mary Lou _95969
245			_aInternet marketing: integrating online and offline strategies
250			_a3rd
260			_bCengage Learning India Pvt. Ltd. _aNew Delhi _c2021
300			_axxii, 484 p.
365			_aINR _b550.00
504			_aTable of content Part I: FOUNDATIONS OF INTERNET MARKETING. 1. Internet Marketing as Part of Marketing Communications Mix. 2. The Internet Value Chain. 3. Business Models and Strategies. 4. Direct and Database Foundations. Part II: ESSENTIAL INTERNET MARKETING TOOLS. 5. Branding and Video Marketing. 6. Display Advertising and Other Customer Acquisition Tools. 7. Email Marketing to Build Consumer and Business Relationships. 8. Search Marketing–SEO and PPC. 9. Social Media Marketing. Part III: DEVELOPING INTERNET MARKETING STRATEGIES AND PROGRAMS. 10. Lead Generation and Conversion in B2B and B2C Markets. 11. Customer Relationship Development and Management. 12. Developing and Maintaining Effective Web Sites. 13. Customer Service and Support in Web Space. Part IV: 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 Media Convergence.
520			_aINTERNET 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.
650			_aInternet marketing _9786
700			_aZahay, Debra _95970
942			_2ddc _cBK