Internet Marketing: Integrating Online and Offline Strategies
by Mary Lou Roberts
Sales Rank: 90862
List Price: $82.95 $65.00 At Amazon
Paperback
Publisher: Atomic Dog; 2 edition March 31, 2007
Language: English
ISBN-10: 0759392781
ISBN-13: 978-0759392786
Product Dimensions:
10.8 x 8.5 x 0.6 inches
Shipping Weight: 1.8 pounds
Book Description
This text provides comprehensive coverage of the 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 into their strategies and media plans. That ongoing challenge represents the essential theme of this text.
