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Internet marketing : integrating online and offline strategies /
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| Format: | Printed Book |
| Published: |
Andover:
Cengage Learning,
c2013.
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| Edition: | 3rd ed.; |
| Subjects: |
Table of Contents:
- Foundations of internet marketing-internet marketing as a part of the marketing communications mix-The internet value chain-Business models and strategies-The direct response ad database foundations of internet marketing-Essential internet marketing tools-Online branding and video marketing-Display advertising and other customer -Display advertising and other customer acquisition techniques-Email marketing to build consumer and business relationships-search marketing:SEO and PPC-Social media marketing-Developing internet marketing strategies and programs-Lead generation and conversion in B2B markets-Customer relationship development and retention marketing-Developing and maintaining effective websites-Customer service and support in web space-Evaluating performance and opportunities-Measuring and evaluating web marketing programs-Social and regulatory issues: privacy , security and intellectual property-mobile marketing and related developments