Internet Marketing: Integrating Online and Offline Strategies

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Internet Marketing: Integrating Online and Offline Strategies

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.

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2 Responses

  1. Hunt says:

    Very smart book. Very informative and intricate Very smart book. Very informative and intricate. Has some technical terms that might be more challenging to a beginner, but the concepts are strong and important. I would suggest this book for serious marketers and those who need to create a long lasting marketing plan.

  2. Stephen Dougherty says:

    Poorly written. This book contains a wealth of info, unfortunately it could use a lot of editing If you are an instructor considering this text, please keep looking. The book is somewhat dated, but it’s real problem is a lack of editing. There are random factoids scattered in with useful text which makes many passages unnecessarily confusing. For example: Does it really matter whether Jerry Yang was rumored to have been forced out of Yahoo? That is the sort of detail that is somewhat randomly included. The authors obviously know a lot about the early days of the internet, but that doesn’t make all that information relevant to internet marketing.Also, don’t be confused by the “Kindle” Edition. This is not a Kindle book but what’s called a “print replica” which means most eBook features are not available – very frustrating for a book about the internet. One would hope that for a $50 “Kindle” book the publisher could have taken the time to actually convert the book into a true e-Book format. Even a PDF version would have been more useful than this print replica version.

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