Internet Marketing: Integrating Online and Offline Strategies

Type

Book

Authors

Mary Lou Roberts

ISBN 10

0759391653

ISBN 13

9780759391659

Tags

Marketing, Web Marketing

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. - from Amzon

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