INTERNET MARKETING provides comprehensive coverage of the rapidly changing 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 marketer's arsenal.
Part I: FOUNDATIONS OF INTERNET MARKETING.
1. Internet and Mobile Marketing in the Digital Ecosystem.
2. The Supply Chain Becomes a Value Ecosystem.
3. Business Models and Strategies.
4. The Direct Response and Database Foundations of Internet Marketing.
Part II: ESSENTIAL INTERNET MARKETING TOOLS.
5. Social Media Marketing as a Cornerstone of Strategy.
6. Experiencing the Digital Customer Journey.
7. Display and Mobile Advertising for Customer Acquisition.
8. Content Marketing.
9. Email Marketing to Build Consumer and Business Relationships.
Part III: DEVELOPING INTERNET MARKETING STRATEGIES AND PROGRAMS.
10. Search Engine Marketing.
11. Paid Search and Social Advertising.
12. Mobile Marketing.
13. Demand Generation and Conversion in B2B Markets.
14. Customer Relationship Development and Retention Marketing.
15. Developing and Maintaining Effective Online and Mobile Websites.
16. Digital Customer Service and Support in the Digital Era.
17. Social and Regulatory Issues: Privacy, Security, and Intellectual Property.
18. Measuring and Evaluating Digital Marketing Programs.
Appendix AdWords Online Marketing Challenge for Students.
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Debra Zahay
Debra Zahay is a full professor of marketing and director of the digital marketing and analytics master of science degree program at St. Edward’s University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. She holds her Ph.D. in marketing from the University of Illinois. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information effectively. She has published extensively in marketing journals throughout the United States and Europe. She has served as a vice president on the executive board of the Chicago American Marketing Association. She has also served on the board of the Marketing EDGE organization, the editorial board of the Journal of Marketing Analytics and the board for Industrial Marketing Management. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012-2017, guiding the explosive growth and expanding influence of that journal.
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Mary Lou Roberts
Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts-Boston. She taught marketing and related course for more than 20 years. She earned her Ph.D. in marketing from the University of Michigan. She served as senior author of DIRECT MARKETING MANAGEMENT as well as co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, her article "Expanding the Role of the Direct Marketing Database" was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.
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The fourth edition of Internet Marketing: Integrating Online and Offline Strategies in a Digital Environment has been completely rewritten to incorporate the changing digital ecosystem faced by marketers. It has an entirely new chapter on content marketing.
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Since the influence of search has exploded, the book now has an entire chapter devoted to the search marketing process and organic search and a new chapter expands the coverage of PPC and adds paid social advertising.
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Most important of all, a new Appendix encourages student participation in the Google Online Marketing Challenge so students can apply what they have learned in the text with support for instructors provided in the Instructors’ Manual.
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2. Part 2: “Digital Marketing Tools and Techniques” covers various aspects of advertising as well as content marketing, email and search engine marketing.
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3. Part 3: “Creating and Evaluating Digital Marketing Strategies and Programs contains completely rewritten chapters on mobile marketing, B2B demand generation, CRM, websites, customer service and social and regulatory issues. The chapter on measuring and evaluating digital marketing programs brings all metrics together instead of scattering them in various chapters. Throughout there is emphasis on student engagement. Videos are woven through chapters with the Mind Tap platform providing easier access to them. Interactive Exercises provide learning experiences in actual tools and techniques used by digital marketers. Discussion questions and internet exercises for each chapter provide more opportunities for experiential learning. The instructor Power Point Presentations offer additional interactive opportunities in each chapter.
Cengage eBook: Internet Marketing 12 Months
9788000031163