Internet marketing : integrating online and offline strategies
Material type:
TextPublisher: 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.
| Item type | Current location | Call number | Status | Date due | Barcode |
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Books
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IIMJ Library | 658.872 ROB (Browse shelf) | Available | 1918 | |
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Books
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Jallo Chak Campus Library | 658.872 ROB (Browse shelf) | 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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