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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