Internet Marketing: Integrating Online and Offline Strategies (McGraw-Hill/Irwin Series in Marketing)
| Author | : | |
| Rating | : | 4.65 (916 Votes) |
| Asin | : | 0072827033 |
| Format Type | : | paperback |
| Number of Pages | : | 496 Pages |
| Publish Date | : | 2017-04-20 |
| Language | : | English |
DESCRIPTION:
As Described This was a book for school and it arrived exactly as described and served its purpose for the course.Thank you.
The underlying paradigm in the text visualizes the Internet as a significant new channel for communications and transactions that needs to be integrated into enterprise marketing strategies. This text builds upon the fact that the future of the Internet lies in the activities of organizations large and small--in all market spaces--that use the Internet to improve service to customers and increase organizational productivity. In this process, businesses are transformed from isolated entities into extended enterprises-organizations whose boundaries have become permeable, admitting both suppliers and customers into many parts of the corporate information repository and requiring their participation in many aspects of daily operations.. Internet Marketing: Integrating Online and Offline Strategies asserts that while the Internet is a transformational innovation, pure Internet firms do not represent the future of the Internet, as failures in recent history attest. Many powerful e-marketers predate the Internet, have strong brand identities, and use the
She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Dr. . in marketing is from the University of Michigan. and Europe. She has been an active member of many professional organizations and has served on a number of their boards. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided p
About the Author Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. She is senior author of Direct Marketing Management, 2e, available on her website marylourobertsfo. She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. She has published extensively in marketing journals in the U.S. Dr. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations. in marketing is from the University of Michigan. Her Ph.D. . and Europe. She has been an active member of many professional organizations and has served on a number of