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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.
- Sales Rank: #57790 in Books
- Brand: Brand: Cengage Learning
- Published on: 2012-03-28
- Original language: English
- Number of items: 1
- Dimensions: 10.50" h x 8.25" w x .75" l, 2.24 pounds
- Binding: Paperback
- 512 pages
- Used Book in Good Condition
About the Author
Mary Lou Roberts has been a tenured professor of marketing at the University of Massachusetts and held a number of administrative positions there including Director of Development. She currently teaches Internet Marketing to a global cadre of students at the Harvard University Extension School. Her Ph.D. in marketing is from the University of Michigan. She is senior author of Direct Marketing Management, 2e, available on her website www.marylouroberts.info. She has published extensively in marketing journals in the U.S. and Europe. Dr. Roberts is a frequent presenter on programs of both professional and academic marketing organizations, and has consulted and provided planning services and management training programs for a wide variety of corporations and non-profit organizations. She has been an active member of many professional organizations and has served on a number of their boards.
Debra Zahay is Professor and Department Chair at St. Edward's University. Austin, Texas. She holds A Ph.D. in Marketing from the University of Illinois, an M.A. in Management from Northwestern University in Evanston, Illinois, a J.D. from Loyola University in Chicago and her undergraduate degree from Washington University in St. Louis. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information. Her current and recent research topics include customer information management for competitive advantage; information use in new product development and, particularly, crowd-sourcing; data warehousing in CRM environments; email personalization and other aspects of interactive marketing. Some of the journals in which she has published include Journal of Product Innovation Management, Decision Sciences, Industrial Marketing Management, Journal of Advertising Research, Journal of Business and Industrial Marketing, Journal of Interactive Marketing, Interactive Marketing, Journal of Database Marketing, and in the working paper series for the Marketing Science Institute. She has presented her work at numerous academic and practitioner conferences. Dr. Zahay's prior teaching experiences include North Carolina State University in Raleigh, North Carolina, and DePaul University in Chicago, Illinois. Dr. Zahay has been the President of her own database and relationship management consulting firm since 1993 and has extensive experience helping companies identify and develop customer relationships. Her prior business experience includes senior marketing management responsibilities at MCI Telecommunications and Dun & Bradstreet. She has also served as a Vice President on the Executive Board of the Chicago American Marketing Association and currently serves on the Board of the Chicago Association of Direct Marketing.
Most helpful customer reviews
7 of 8 people found the following review helpful.
Poorly written. This book contains a wealth of info, unfortunately it could use a lot of editing
By Stephen Dougherty
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.
1 of 1 people found the following review helpful.
It makes a terrible textbook, it has many bold vocabulary words that ...
By Anonymous
I can't even get myself to actually read it. The terms aren't user friendly. It makes a terrible textbook, it has many bold vocabulary words that they don't bother to define.
1 of 1 people found the following review helpful.
I didn't learn anything from this book that I didn't ...
By Matthew
I didn't learn anything from this book that I didn't already know from research I did online a few years ago.
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