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Internet Marketing, 4th Edition

Debra Zahay, Mary Lou Roberts

  • Copyright 2018
  • {{checkPublicationMessage('Published', '2018-08-22T00:00:00+0000')}}
Starting At £53.00 See pricing and ISBN options
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Internet Marketing 4th Edition by Debra Zahay/Mary Lou Roberts
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Overview

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.

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Meet the Authors

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Debra Zahay

Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology, particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management, Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012–2017, where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.

Mary Lou Roberts

Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts, Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, Dr. Roberts's 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

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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.

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Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

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  • ISBN-10: 8214502268
  • ISBN-13: 9798214502267
  • RETAIL £88.99
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  • ISBN-10: 035769113X
  • ISBN-13: 9780357691137
  • RETAIL £53.00

  • ISBN-10: 0357033884
  • ISBN-13: 9780357033883
  • RETAIL £95.99
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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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International MindTap Marketing Instant Access for Zahay/Roberts' Internet Marketing

ISBN: 9798214502267
International MindTap Marketing Instant Access for Zahay/Roberts' Internet Marketing, 4th Edition is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course--to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. MindTap gives you complete ownership of your content and learning experience. Customize the interactive syllabi, emphasize the most important topics and add your own material or notes in the ebook. All online text media materials accessible through this access code are available in EMEA, Latin America, Asia, and India only.