Internet Marketing: Integrating Online and Offline Strategies

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Product Description

INTERNET MARKETING, 3RD EDITION 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. 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.

Details

• Information Technology concepts easy to grasp: Students must understand the basics of the underlying technology that supports Internet marketing. This text makes rather complex IT concepts understandable to the student who has only the required MIS basics.
• Internet marketing is presented throughout as a global phenomenon: The Internet is a world without walls. Global material and examples are used throughout the text integrated by subject matter.
• Internet Exercises give students an opportunity to explore the topics and discussions in the chapter in the real-life setting of the Internet.
• Numerous screen captures from the Internet showcase real-world, and timely relative examples of concepts from the text.