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TitleInternet marketing : integrating online and offline strategies
Author Mary Lou Roberts, Debra Zahay
Imprint Mason, Ohio : South-Western/Cengage Learning, 2012
Edition 3rd ed
Descript xxii, 484 p. : ill. ; 28 cm

CONTENT

Part 1: Foundations of Internet marketing -- Internet marketing as part of the marketing communications mix -- The Internet value chain -- Business models and strategies -- The direct response and database foundations of Internet marketing -- Part 2: Essential Internet marketing tools -- Online brandiang and video marketing -- Display advertising and other customer acquisition techniques -- Email marketing to build consumer and business relationships -- Search marketing : SEO and PPC -- Social media marketing -- Part 3: Developing Internet marketing strategies and programs -- Lead generation and conversion in B2B markets -- Customer relationship development and retention marketing -- Developing and maintaining effective websites -- Customer service and support in Web space -- Part 4: Evaluating performance and opportunities -- Measuring and evaluating Web marketing programs -- Social and regulatory issues : privacy, security, and intellectual property -- Mobile marketing and related developments


Internet marketing

LOCATIONCALL#STATUS
Sasin Library658.872 R643I 2012CHECK SHELVES

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