Internet Marketing: Integrating Online and Offline Strategies (McGraw-Hill/Irwin Series in Marketing) [Paperback]

Mary Lou Roberts (Author)

Book Description

Publication Date: October 23, 2002 | ISBN-10: 0072827033 | ISBN-13: 978-0072827033 | Edition: 1

Internet Marketing: 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. 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. Many powerful e-marketers predate the Internet, have strong brand 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. 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. In this process, businesses are transformed from isolated entities into extended 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.

Editorial Reviews

About the Author

Mary Lou Roberts has held both a tenured faculty position at the University of Massachusetts Boston and a number of administrative positions there including Director of Development. Her Ph.D. in marketing is from the University of Michigan. In addition to Internet Marketing: Integrating Online and Offline Strategies she is senior author of Direct Marketing Management, second edition (Prentice-Hall, 1999) and second author of the forthcoming Customer Relationship Management (with Prof. Raymond R. Liu). She has published extensively in marketing journals in the U.S. and Europe and presently serves on a number of editorial review boards including the Journal of Database Marketing, the Journal of Financial Services Marketing and the Journal of Consumer Marketing. Her current scholarly work deals with information-driven marketing strategies, measurable marketing programs, marketing metrics and consumer-created media. She served several terms as a director of the Boston Chapter of the American Marketing Association and two terms on the national board of the AMA. As a representative of the AMA, Dr. Roberts also served two terms on the advisory committee to the United States Bureau of the Census. She was a member of the Board of Directors of the Massachusetts Audubon Society for fifteen years, serving at various times as a member of the Executive Committee and chair of the Marketing Committee. --This text refers to an alternate Paperback edition.

Product Details

• Paperback: 496 pages
• Publisher: McGraw-Hill/Irwin; 1 edition (October 23, 2002)
• Language: English
• ISBN-10: 0072827033
• ISBN-13: 978-0072827033
• Product Dimensions: 10.1 x 7.9 x 0.7 inches
• Shipping Weight: 1.9 pounds
• Amazon Best Sellers Rank: #1,639,436 in Books (See Top 100 in Books)

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