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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Contents Foundations of Internet Marketing. From inside the book. Developing Internet Marketing Strategies and Programs. Mary Lou RobertsDebra Zahay.
In this process, businesses are transformed from isolated entities into extended enterprises-organizations whose ingernet 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. Other editions – View all Internet Marketing: It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues.
Internet Marketing: Integrating Online and Offline Strategies – Mary Lou Roberts – Google Books
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 marketer’s arsenal. She has been an active member of many professional organizations and robsrts served on a number of their boards.
Other editions – View all Internet Marketing: Evaluating Performance and Opportunities. Integrating Online and Offline Strategies. Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions riberts including Director of Development.
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.
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Internet Marketing: Integrating Online and Offline Strategies
Integrating Online and Offline Strategies. 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.
Media content referenced within the product description or the product text may not be available zajay the ebook version.
The Internet Marketing Paradigm. Foundations of Internet Marketing. That ongoing challenge represents the essential theme of this text. 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.
Account Options Sign in. Selected pages Page 1. She is senior author of Direct Marketing Management, 2e, available on her website www. She has published extensively in marketing journals in the U. 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 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.
This text builds upon the fact that the future of the Internet lies in 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 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.