More New and Used
from Private Sellers
Only one copy
in stock at this price.
In Stock Usually Ships in 24 Hours.
Usually Ships in 2-3 Business Days
Questions About This Book?
Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
How do rental returns work?
Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!
What version or edition is this?
This is the 2nd edition with a publication date of 5/22/2007.
What is included with this book?
- The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
- The Used copy of this book is not guaranteed to inclue any supplemental materials. Typically, only the book itself is included.
- The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.
This text provides comprehensive coverage of the 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 marketerís arsenal. The key issue facing marketers today is how to best integrate this powerful new component into their strategies and media plans. That ongoing challenge represents the essential theme of this text.
Table of Contents
FOUNDATIONS OF INTERNET MARKETING Chapter 1- Internet Marketing Joins the Mainstream Chapter 2- The Internet Value Chain Chapter 3- Business Models and Strategies Chapter 4- Direct and Database Foundations INTERNET MARKETING STRATEGIES AND PROGRAMS Chapter 5- Understanding the Internet Consumer Chapter 6- Customer Acquisition: Brand Development and Online Advertising Chapter 7- Customer Acquisition: Search, Email and Other Acquisition Techniques Chapter 8- Customer Relationship Development and Management Chapter 9- Customer Service and Support Chapter 10- Developing and Maintaining Effective Web Sites EVALUATING PERFORMANCE AND OPPORTUNITIES Chapter 11- Measuring and Evaluating Web Marketing Programs Chapter 12- Social and Regulatory Issues: Privacy, Security & Intellectual Property Chapter 13- Marketing Automation Chapter 14- The Wireless Future