Nelson Higher Education

Higher Education

Internet Marketing: Integrating Online and Offline Strategies, 3rd Edition

  • Mary Lou Roberts
  • Debra Zahay
  • ISBN-10: 1133625908
  • ISBN-13: 9781133625902
  • 512 Pages | Paperback
  • Previous Editions: 2008
  • COPYRIGHT: 2013 Published
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About the Product

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.


  • Information Technology concepts easy to grasp: Students must understand the basics of the underlying technology that supports Internet marketing. This text makes rather complex IT concepts understandable to the student who has only the required MIS basics.

  • Internet marketing is presented throughout as a global phenomenon: The Internet is a world without walls. Global material and examples are used throughout the text integrated by subject matter.

  • Internet Exercises give students an opportunity to explore the topics and discussions in the chapter in the real-life setting of the Internet.

  • Numerous screen captures from the Internet showcase real-world, and timely relative examples of concepts from the text.

About the Author

Mary Lou Roberts

Mary Lou Roberts is Professor Emeritus of Management and Marketing at the University of Massachusetts Boston. She taught in the marketing area there for over 20 years. Her Ph.D. in marketing is from the University of Michigan. She is the senior author of Direct Marketing Management, second edition and a co-author of Social Media Marketing: A Strategic Approach, second edition. She has published extensively in marketing journals in the United States and Europe. In 1997 her 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 has been an active member of many professional organizations and has served on a number of their boards including the local and national boards of the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census.

Debra Zahay

Debra Zahay is a Full Professor of Marketing and Department Chair of Marketing and Entrepreneurship at St. Edward’s University in Austin, Texas, where she has overseen the inclusion of digital marketing and analytics in the undergraduate curriculum. She holds her doctorate in marketing from the University of Illinois, Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information. She has published extensively in marketing journals in the United States and Europe. She has served as a vice president on the Executive Board of the Chicago American Marketing Association and currently serves on the Board of the Marketing EDGE organization and the editorial board of the Journal of Marketing Analytics as well as that of Industrial Marketing Management. She has been the Editor-in-Chief of the Journal of Research in Interactive Marketing since 2012, guiding the explosive growth in influence of that journal.

Table of Contents

1. Internet Marketing as Part of Marketing Communications Mix.
2. The Internet Value Chain.
3. Business Models and Strategies.
4. Direct and Database Foundations.
5. Branding and Video Marketing.
6. Display Advertising and Other Customer Acquisition Tools.
7. Email Marketing to Build Consumer and Business Relationships.
8. Search Marketing–SEO and PPC.
9. Social Media Marketing.
10. Lead Generation and Conversion in B2B and B2C Markets.
11. Customer Relationship Development and Management.
12. Developing and Maintaining Effective Web Sites.
13. Customer Service and Support in Web Space.
14. Measuring and Evaluating Web Marketing Programs.
15. Social and Regulatory Issues: Privacy, Security, and Intellectual Property.
16. Mobile Marketing and Media Convergence.

New to this edition

  • New approaches to student engagement throughout the text--i.e. new features, new guidelines.
  • Expanded emphasis throughout on social media marketing.
  • Two NEW chapters: one on social media marketing, and one on lead generation and conversion in B2B markets.
  • New Internet Marketing Tools section with completely updated chapters.
  • Illustrations of mobile marketing and apps throughout with a completely rewritten Mobile Marketing chapter.