Cengage India

Home

Higher Education

Internet Marketing with MindTap

Author(s): Debra Zahay | Mary-Lou Roberts

ISBN: 9789355734570

4th Edition

India Release: 2022

₹1125

Binding: Paperback

Pages: 576

Trim Size: 279 x 216 mm

Refer Book

Order Inspection Copy

INTERNET MARKETING 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 fourth edition of Internet Marketing: Integrating Online and Offline Strategies in a Digital Environment has been completely rewritten to incorporate the changing digital ecosystem faced by marketers. It has an entirely new chapter on content marketing.
Since the influence of search has exploded, the book now has an entire chapter devoted to the search marketing process and organic search and a new chapter expands the coverage of PPC and adds paid social advertising.
Most important of all, a new Appendix encourages student participation in the Google Online Marketing Challenge so students can apply what they have learned in the text with support for instructors provided in the Instructors’ Manual.
“Digital Marketing Tools and Techniques” covers various aspects of advertising as well as content marketing, email and search engine marketing.
“Creating and Evaluating Digital Marketing Strategies and Programs contains completely rewritten chapters on mobile marketing, B2B demand generation, CRM, websites, customer service and social and regulatory issues. The chapter on measuring and evaluating digital marketing programs brings all metrics together instead of scattering them in various chapters. Throughout there is emphasis on student engagement. Videos are woven through chapters with the Mind Tap platform providing easier access to them. Interactive Exercises provide learning experiences in actual tools and techniques used by digital marketers. Discussion questions and internet exercises for each chapter provide more opportunities for experiential learning. The instructor Power Point Presentations offer additional interactive opportunities in each chapter.

Part I: FOUNDATIONS OF INTERNET MARKETING.

1. Internet and Mobile Marketing in the Digital Ecosystem.

2. The Supply Chain Becomes a Value Ecosystem.

3. Business Models and Strategies.

4. The Direct Response and Database Foundations of Internet Marketing.

Part II: ESSENTIAL INTERNET MARKETING TOOLS.

5. Social Media Marketing as a Cornerstone of Strategy.

6. Experiencing the Digital Customer Journey.

7. Display and Mobile Advertising for Customer Acquisition.

8. Content Marketing.

9. Email Marketing to Build Consumer and Business Relationships.

Part III: DEVELOPING INTERNET MARKETING STRATEGIES AND PROGRAMS.

10. Search Engine Marketing.

11. Paid Search and Social Advertising.

12. Mobile Marketing.

13. Demand Generation and Conversion in B2B Markets.

14. Customer Relationship Development and Retention Marketing.

15. Developing and Maintaining Effective Online and Mobile Websites.

16. Digital Customer Service and Support in the Digital Era.

17. Social and Regulatory Issues: Privacy, Security, and Intellectual Property.

18. Measuring and Evaluating Digital Marketing Programs.

Appendix AdWords Online Marketing Challenge for Students.

Debra Zahay

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.

Mary Lou Roberts

Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts-Boston.