Internet Marketing: Integrating Online and Offline Strategies. Front Cover · Mary Lou Roberts, Debra Zahay. Cengage Learning, Mar 28, – Business. Many powerful e-marketers predate the Internet, have strong brand identities, and use the Internet wisely to broaden the set of Mary Lou Roberts,Debra Zahay. INTERNET MARKETING, 3RD EDITION provides comprehensive coverage of the rapidly changing field of Internet By Mary Lou Roberts, Debra Zahay.
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Other editions – View all Internet Marketing: Essential Internet Marketing Tools.
It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues In this process, businesses are transformed from isolated entities into inetrnet enterprises-organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations.
This text builds upon the fact that the future of the Internet lies in the activities of organizations large and small–in all market spaces–that use the Internet to improve service to customers and increase organizational productivity.
Internet Marketing: Integrating Online and Offline Strategies – Mary Lou Roberts – Google Books
Integrating Online and Offline Strategies. It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations.
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. My library Help Advanced Book Search. Mary Lou RobertsDebra Zahay. Selected pages Page 1. The Internet Marketing Paradigm.
Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. She is senior author of Direct Marketing Management, 2e, available on her website www.
Media content referenced within the product description or the product text may not be available in the ebook version. Account Options Sign in. Many powerful e-marketers predate the Internet, have strong riberts identities, and use the Internet wisely to broaden the set of options, across the marketing and logistics mix that they can offer to their customers, suppliers, and partners. Evaluating Performance and Opportunities.
From inside the book. Developing Internet Marketing Strategies and Programs. Foundations of Internet Marketing. She has published extensively in marketing journals in the U. The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies.
My library Help Advanced Book Search. She has been an active member of many professional organizations and has served on a number of their boards.
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 intefnet component of the contemporary marketer’s arsenal. This text builds upon the fact that the future of the Internet lies in Other editions – View all Internet Marketing: Integrating Online and Offline Strategies.
Internet Marketing: Integrating Online and Offline Strategies
Account Options Sign in. Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest. Contents Foundations of Internet Marketing.