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Internet Marketing: Integrating Online and Offline Strategies 3rd Edition

3.7 out of 5 stars 24 customer reviews
ISBN-13: 978-1133625902
ISBN-10: 1133625908
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Editorial Reviews

Review

Part I: FOUNDATIONS OF INTERNET MARKETING. 1. Internet Marketing as Part of Marketing Communications Mix. 2. The Internet Value Chain. 3. Business Models and Strategies. 4. Direct and Database Foundations. Part II: ESSENTIAL INTERNET MARKETING TOOLS. 5. Branding and Video Marketing. 6. Display Advertising and Other Customer Acquisition Tools. 7. Email Marketing to Build Consumer and Business Relationships. 8. Search Marketing-SEO and PPC. 9. Social Media Marketing. Part III: DEVELOPING INTERNET MARKETING STRATEGIES AND PROGRAMS. 10. Lead Generation and Conversion in B2B and B2C Markets. 11. Customer Relationship Development and Management. 12. Developing and Maintaining Effective Web Sites. 13. Customer Service and Support in Web Space. Part IV: EVALUATING PERFORMANCE AND OPPORTUNITIES. 14. Measuring and Evaluating Web Marketing Programs. 15. Social and Regulatory Issues: Privacy, Security, and Intellectual Property. 16. Mobile Marketing and Media Convergence. --This text refers to an out of print or unavailable edition of this title.

About the Author

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 currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Her Ph.D. in marketing is from the University of Michigan. She is senior author of Direct Marketing Management, 2e, available on her website www.marylouroberts.info. She has published extensively in marketing journals in the U.S. and Europe. Dr. 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. She has been an active member of many professional organizations and has served on a number of their boards.

Debra Zahay is Professor and Department Chair at St. Edward's University. Austin, Texas. She holds A Ph.D. in Marketing from the University of Illinois, an M.A. in Management from Northwestern University in Evanston, Illinois, a J.D. from Loyola University in Chicago and her undergraduate degree from Washington University in St. Louis. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information. Her current and recent research topics include customer information management for competitive advantage; information use in new product development and, particularly, crowd-sourcing; data warehousing in CRM environments; email personalization and other aspects of interactive marketing. Some of the journals in which she has published include Journal of Product Innovation Management, Decision Sciences, Industrial Marketing Management, Journal of Advertising Research, Journal of Business and Industrial Marketing, Journal of Interactive Marketing, Interactive Marketing, Journal of Database Marketing, and in the working paper series for the Marketing Science Institute. She has presented her work at numerous academic and practitioner conferences. Dr. Zahay's prior teaching experiences include North Carolina State University in Raleigh, North Carolina, and DePaul University in Chicago, Illinois. Dr. Zahay has been the President of her own database and relationship management consulting firm since 1993 and has extensive experience helping companies identify and develop customer relationships. Her prior business experience includes senior marketing management responsibilities at MCI Telecommunications and Dun & Bradstreet. She has also served as a Vice President on the Executive Board of the Chicago American Marketing Association and currently serves on the Board of the Chicago Association of Direct Marketing.
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Product Details

  • Paperback: 512 pages
  • Publisher: Cengage Learning; 3 edition (March 28, 2012)
  • Language: English
  • ISBN-10: 1133625908
  • ISBN-13: 978-1133625902
  • Product Dimensions: 0.8 x 8.2 x 10.5 inches
  • Shipping Weight: 2.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #83,945 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Kindle Edition Verified Purchase
If you are an instructor considering this text, please keep looking. The book is somewhat dated, but it's real problem is a lack of editing. There are random factoids scattered in with useful text which makes many passages unnecessarily confusing. For example: Does it really matter whether Jerry Yang was rumored to have been forced out of Yahoo? That is the sort of detail that is somewhat randomly included. The authors obviously know a lot about the early days of the internet, but that doesn't make all that information relevant to internet marketing.

Also, don't be confused by the "Kindle" Edition. This is not a Kindle book but what's called a "print replica" which means most eBook features are not available - very frustrating for a book about the internet. One would hope that for a $50 "Kindle" book the publisher could have taken the time to actually convert the book into a true e-Book format. Even a PDF version would have been more useful than this print replica version.
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Format: Paperback Verified Purchase
I can't even get myself to actually read it. The terms aren't user friendly. It makes a terrible textbook, it has many bold vocabulary words that they don't bother to define.
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Format: Paperback Verified Purchase
I didn't learn anything from this book that I didn't already know from research I did online a few years ago.
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Format: Paperback Verified Purchase
This is a really great book, it has some interactive links, to view videos that are relevant. A lot of information about Social Media incorporated as well. It is very well written (although I found typos), I really recommend.
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Format: Kindle Edition Verified Purchase
As much as I love Internet marketing, I could not read this book without falling asleep. This book is just boring. Tons of uninteresting text and redundant information.
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Format: Paperback Verified Purchase
It is a good textbook with a lot of important information in the digital marketing world but needs to be updated since it has a very old dates of important data.
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The book ia new and has very light marks of use. This is a great book on internet marketing althought it was written in 2013.
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Format: Paperback
This book is very hard to read as the jargons are not well explained.
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