TOC: Internet Mar

September 25, 2012

TOC: Internet Mar

Introduction

Internet Marketing: Integrating Online and Offline Strategies, A book by Mary-Lou Roberts and Debra Zahay

Internet Marketing: Integrating Online and Offline Strategies, 3rd Edition
Mary-Lou Roberts Retired Professor of Marketing
Debra Zahay Northern Illinois University

Part I: FOUNDATIONS OF INTERNET MARKETING.

1. Internet Marketing as Part of Marketing Communications Mix.
2. The Internet Value Chain.
3. Business Models and Strategies.
4. Direct and Database Foundations.

Part II: ESSENTIAL INTERNET MARKETING TOOLS.

5. Branding and Video Marketing.
6. Display Advertising and Other Customer Acquisition Tools.
7. Email Marketing to Build Consumer and Business Relationships.
8. Search Marketing–SEO and PPC.
9. Social Media Marketing.

Part III: DEVELOPING INTERNET MARKETING STRATEGIES AND PROGRAMS.

10. Lead Generation and Conversion in B2B and B2C Markets.
11. Customer Relationship Development and Management.
12. Developing and Maintaining Effective Web Sites.
13. Customer Service and Support in Web Space.

Part IV: EVALUATING PERFORMANCE AND OPPORTUNITIES.

14. Measuring and Evaluating Web Marketing Programs.
15. Social and Regulatory Issues: Privacy, Security, and Intellectual Property.
16. Mobile Marketing and Media Convergence.

The Hardware and Software Behind ELMAR Is Paid for with 腿栓芙郊利 Dues
Please Support ELMAR by or renewing your membership