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Internet Marketing By Debra L. Zahay (St. Edward's University)

Internet Marketing by Debra L. Zahay (St. Edward's University)

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Internet Marketing Summary

Internet Marketing: Integrating Online and Offline Strategies by Debra L. Zahay (St. Edward's University)

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.

About Debra L. Zahay (St. Edward's University)

Debra Zahay is a full professor of marketing and director of the digital marketing and analytics master of science degree program at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. She holds her Ph.D. in marketing from the University of Illinois. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information effectively. She has published extensively in marketing journals throughout the United States and Europe. She has served as a vice president on the executive board of the Chicago American Marketing Association. She has also served on the board of the Marketing EDGE organization, the editorial board of the Journal of Marketing Analytics and the board for Industrial Marketing Management. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012-2017, guiding the explosive growth and expanding influence of that journal. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts-Boston. She taught marketing and related course for more than 20 years. She earned her Ph.D. in marketing from the University of Michigan. She served as senior author of DIRECT MARKETING MANAGEMENT as well as co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, her article Expanding the Role of the Direct Marketing Database was included in the Journal of Direct Marketing Best of the Decade Ten Year Retrospective. She was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.

Table of Contents

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.

Additional information

Internet Marketing: Integrating Online and Offline Strategies by Debra L. Zahay (St. Edward's University)
Used - Very Good
Cengage Learning, Inc
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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