eBook - PDF
Internet Marketing
About this book
INTERNET MARKETING 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.
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Yes, you can access Internet Marketing by Debra Zahay, Mary Roberts in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Contents
- Preface
- About the Authors
- Chapter 1: Internet and Mobile Marketing in the Digital Ecosystem
- Chapter 2: The Supply Chain Becomes a Value Ecosystem
- Chapter 3: Business Models and Strategies
- Chapter 4: The Direct Response and Database Foundations of Internet Marketing
- Chapter 5: Social Media Marketing as a Cornerstone of Strategy
- Chapter 6: Experiencing the Digital Customer Journey
- Chapter 7: Display and Mobile Advertising for Customer Acquisition
- Chapter 8: Content Marketing
- Chapter 9: Email Marketing to Build Consumer and Business Relationships
- Chapter 10: Search Engine Marketing
- Chapter 11: Paid Search and Social Advertising
- Chapter 12: Mobile Marketing
- Chapter 13: Demand Generation and Conversion in B2B Markets
- Chapter 14: Customer Relationship Development and Retention Marketing
- Chapter 15: Developing and Maintaining Effective Online and Mobile Websites
- Chapter 16: Digital Customer Service and Support in the Digital Era
- Chapter 17: Social and Regulatory Issues: Privacy, Security, and Intellectual Property
- Chapter 18: Measuring and Evaluating Digital Marketing Programs
- Appendix: AdWords Online Marketing Challenge for Students
- Glossary
- Index