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Internet marketing : integrating online and offline strategies

By: Roberts, Mary LouContributor(s): Zahay, DebraMaterial type: TextTextPublication details: New Delhi Cengage 2019Edition: 3rd edDescription: 484pISBN: 9788131531785Subject(s): INTERNET MARKETINGDDC classification: 658.872 ROB Summary: This book 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.
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Item type Current library Collection Call number Status Date due Barcode
Books Books IIMJ Library
General Stacks
Non-fiction 658.872 ROB (Browse shelf (Opens below)) Available 1918
Books Books Jallo Chak Campus Library
General Stacks
Non-fiction 658.872 ROB (Browse shelf (Opens below)) Available 1919

This book 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.

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