| ISBN： | 9780357033883 : |
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| 编目源： | DLC DLC OCLCF CSG OCLCO |
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| 语种代码： | eng |
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| 个人名称： | Zahay, Debra L., |
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| 题名： | Internet marketing : integrating online & offline strategies in a digital environment / Edited by Debra Zahay, Ph.D., M.M., J.D., Mary Lou Roberts, Ph.D. |
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| 版本说明： | 4th ed. |
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| 出版发行项： | Boston, MA : Cengage Learning, [2018] |
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| 载体形态： | xi, 562 p. : ill. ; 28 cm. |
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| 书目附注： | Includes bibliographical references and index. |
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| 格式化内容附注： | Internet and mobile marketing in the digital ecosystem -- The supply chain becomes a value ecosystem -- Business models and strategies -- The direct response and database foundations of internet marketing -- Social media marketing as a cornerstone of strategy -- Experiencing the digital customer journey -- Display and mobile advertising for customer acquisition -- Content marketing -- Email marketing to build consumer and business relationships -- Search engine marketing -- Paid search and social advertising -- Mobile marketing -- Demand generation and conversion in B2B markets -- Customer relationship development and retention marketing -- Developing and maintaining effective online and mobile websites -- Digital customer service and support in the digital area -- Social and regulatory issues: privacy, security, and intellectual property -- Measuring and evaluating digital marketing programs. |
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