Internet Marketing: Integrating Online and Offline Strategies

Internet Marketing: Integrating Online and Offline Strategies

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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 marketera€™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. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.How does the combined use of EDI and ERP facilitate the development of an integrated value chain? ... a specific company (e.g., Ford) or even better a specific product model (e.g., Ford Focus) and identify elements of its value chain. ... December 2003,; and Eric Wahlgren, a€œFast, Fashionablea€”and Profitable, a€ Business Week, March 10, 2005, http://www.

Title:Internet Marketing: Integrating Online and Offline Strategies
Author: Mary Roberts, Debra Zahay
Publisher:Cengage Learning - 2012-03-28

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