Internet Marketing

Integrating Online & Offline Strategies

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Author: N.A

Publisher: N.A

ISBN: 9781337501897

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Page: N.A

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Internet Marketing: Integrating Online and Offline Strategies

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Author: Mary Lou Roberts,Debra Zahay

Publisher: Cengage Learning

ISBN: 1285402030

Category: Business & Economics

Page: 512

View: 475

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. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Emerging Business Online

Global Markets and the Power of B2B Marketing, Portable Documents

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Author: Lara Fawzy,Lucas Dworski

Publisher: FT Press

ISBN: 9780132172974

Category: Business & Economics

Page: 304

View: 9432

In this first comprehensive guide to Internet B2B marketing in emerging markets, the authors introduce their proprietary ebocube (“Emerging Business Online”) approach: a comprehensive, applications-oriented method that covers every stage of the marketing process. Using their framework and methodology, business leaders can implement a low-risk, high-reward business model, penetrate the world’s fastest-growing markets, and create significant value where it never existed before. The authors begin with an up-to-date introduction to emerging markets, including economic potential, languages, culture, time zones, economies, politics, and Internet/mobile penetration. Next, they review emerging market best practices for branding, distribution, segmentation, and collaboration. Then, in the heart of the book, they introduce the powerful, three-phase Internet-based ebocube B2B marketing and sales model. Readers will learn how to establish metrics and dashboards to stay on track through the entire commercial cycle; how to plan and manage campaigns, from selling propositions to media mix; how to utilize email, webcasts, websites, and banner ads in emerging markets; how to mix in offline media and channels; how to budget and manage marketing operations; and much more. Emerging Business Online concludes with detailed case studies showing ebocube at work driving real profits.

Internet Marketing, Integrating Online and Offline Strategies

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Author: CTI Reviews

Publisher: Cram101 Textbook Reviews

ISBN: 1467290521

Category: Education

Page: 54

View: 860

Facts101 is your complete guide to Internet Marketing, Integrating Online and Offline Strategies. In this book, you will learn topics such as as those in your book plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.

Complete B2B Online Marketing

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Author: William Leake,Lauren Vaccarello,Maura Ginty

Publisher: John Wiley & Sons

ISBN: 1118239180

Category: Business & Economics

Page: 380

View: 8424

Learn to take full advantage of search and social media for B2B marketing Business-to-business marketers have been slow to enter the online marketing arena, but now that the impact of search and social media marketing in the consumer marketplace is clearly documented, B2B marketers are ready for a complete guide to making the most of the medium. Written by experts with first-hand knowledge of the field, this book clearly explains how to leverage today's search engine marketing and social media technologies to get, nurture, and convert leads. Topics include strategy, branding, monitoring, resource allocation, and much more. B2B marketers need detailed, practical guidelines and strategies for how best to gain, nurture, and convert leads using today's Internet technologies and strategies This ultimate how-to guide examines strategic and branding considerations, search engine optimization techniques, and how to maximize the impact of banner ads and landing pages Explains how to use social media listening and monitoring tools, how to engage visitors, and how to allocate resources to ensure success Covers measuring results, improving web site usability, using metrics, and nurturing leads Skilled B2B marketers who are ready to take advantage of all that online marketing has to offer will find this guide provides exactly the know-how they need.

Social Media Marketing: A Strategic Approach

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Author: Melissa Barker,Donald I. Barker,Nicholas F. Bormann,Krista E. Neher

Publisher: Cengage Learning

ISBN: 1285402146

Category: Business & Economics

Page: 400

View: 7378

Social Media Marketing: A Strategic Approach promises to be the seminal textbook in the field with its distinctive conceptual foundation and practical approach to developing successful social media marketing plans. A proven eight-step social media planning model provides students with a cumulative learning experience, showing them how to construct social media strategies that achieve desired marketing goals. These marketing goals shape the development of tailored social media strategies. Special attention is given to the most effective techniques for identifying targeted marketing on the social web, with emphasis on the creation of personas that represent the critical online market segments for a company. Students discover how to put these well-defined personas to work in selecting the optimal social media platforms for reaching an organization's marketing goals. Students are taught rules of engagement and social media ethics for behaving properly as marketers on the social web. With these guidelines in mind, the most productive marketing tactics for each type of major social media platform are examined in depth. These platform-specific tactics, along with all the proceeding material in the book, are brought together in the final chapter to create a comprehensive social media marketing plan, with detailed explanations and illustrations from a real world plan. Extensive consideration is given to monitoring, evaluating, and tuning the implementation of social media marketing initiatives. In addition, students are introduced to the most useful quantitative and qualitative social media measurements, along with various ways to estimate an organization's return on investment in social media marketing activities. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Digital Marketing Excellence

Planning, Optimizing and Integrating Online Marketing

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Author: Dave Chaffey,PR Smith

Publisher: Taylor & Francis

ISBN: 1317276736

Category: Business & Economics

Page: 660

View: 9406

Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.

Digital Marketing

Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students

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Author: Ira Kaufman,Chris Horton

Publisher: Routledge

ISBN: 1317999754

Category: Business & Economics

Page: 354

View: 6585

Digital Marketing: Integrating Strategy and Tactics with Values is an easy-to-understand guidebook that draws on the latest digital tactics and strategic insights to help organizations generate sustainable growth through digital integration. It provides a roadmap to adopt a digital mindset, incorporate digital trends strategically, and integrate the most effective digital tactics and tools with core values to achieve competitive advantage. Bringing the reader through its five-step Path to Digital Integration (Mindset, Model, Strategy, Implementation, and Sustainability), Digital Marketing seeks to Outline the key drivers of change and leading digital marketing trends executives need to understand and incorporate to drive business opportunity. Evaluate the digital channels and technologies management teams can leverage to execute a successful Integrated Digital Marketing strategy. This includes insight into the latest digital tactics (website, social, mobile, search, content, and email marketing; data analytics) and social tools (Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, and Google Plus). Discover the impact of digital transformation on the organization, from the effect of digital tactics on the customer experience (CX) to the value of integrating internal digital strategies to facilitate collaboration and innovation. Guide aspiring leaders on how to combine core values and business goals with progressive digital strategies, tactics, and tools to generate sustainable outcomes for all stakeholders. This interactive guidebook provides a truly Connected Digital Experience (CDE): the Zappar augmented reality mobile app allows the reader to activate the "Discover More" and "Play Video" icons found throughout the book, instantly connecting the reader, via their mobile device, to additional content housed on our companion website, Digital Marketing Resource Center (www.dmresourcecenter.org). "Play Video" icons incorporate point-in-time video commenting solution Vusay to enable interactive social conversations around each video. Digital Marketing is the ideal guide for aspiring leaders – executives, instructors, owners, entrepreneurs, managers, students – at all stages of digital literacy. To request access to the resources in the Digital Marketing Resources Center, please contact Ira Kaufman at [email protected]

Internet Marketing

Strategy, Implementation and Practice

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Author: Dave Chaffey,Fiona Ellis-Chadwick,Richard Mayer,Kevin Johnston

Publisher: Pearson Education

ISBN: 9780273717409

Category: Business & Economics

Page: 702

View: 9200

The Internet has revolutionised marketing practice, connecting potential customers to businesses in a way never before possible. Today, with online audiences spending more time using price comparison sites, search engines and social networks, this text explains how marketers can find new and engaging ways of getting their message across. Now in its fourth edition, Internet Marketing provides comprehensive, practical guidance on how companies can get the most out of the web to meet their marketing goals. Edited by Dave Chaffey, one of Europe's top thinkers in this area, Internet Marketing links marketing theory with case studies on cutting edge companies such as Dell, eBay and Facebook, to help students to understand digital marketing in the real world. In this major update, you will learn best practice in applying digital media channels such as affiliate marketing, online PR and search engine marketing, with each chapter containing a new 'Digital Marketing in Practice' interview. This text comes with a wealth of online resources to be found at www.pearsoned.co.uk/chaffey with links to video material on YouTube and FT.com. The site also comes with multiple choice questions for every chapter and annotated weblinks, providing a rich learning experience. "Chaffey builds upon what is already the 'first stop' for anyone wanting to get to grips with Internet and Digital marketing. Using a systematic approach, introducing strategy, implementation and then practical examples, this edition provides an essential roadmap of the issues and opportunities of this rapidly evolving discipline." Ian Harris, Digital Marketer (BSc, PhD) "Dave Chaffey succeeds, where most marketing texts fail, in producing a book which is as relevant to marketing managers as it is to marketing students. The content is up-to-date, interesting, and easy to read, making it very accessible. Dave Chaffey is in a unique position to write this book, having established himself as a leading UK internet consultant, blogger and author." Dr Ruth Rettie Senior Lecturer, Kingston University "He has done it again! His book is excellent, not only for me, but first of all for my students on nearly every level for learning the basics about Internet Marketing. His book is relevant all over the world. Dave Chaffey is a master at making a difficult topic easy and very interesting. So thank you!" Dr Ellen Hertzberg Hedmark University College, Norway and Bangkok University, Graduate School, Thailand "Dave Chaffey writes absolutely the best textbooks I have ever read on this topic. His publications and website represent for me a very valuable professional support tool and a true benchmark on cutting edge e-marketing innovation. Dave is really paving the way to the future of the e-marketing body of knowledge." Prof. Ivo Pezzuto, Principal Management Consultant and Senior Professor of Marketing and Strategy Swiss Management Center

Internet Marketing, Start-to-finish

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Author: Catherine Juon,Dunrie Allison Greiling,Catherine Buerkle

Publisher: Que Publishing

ISBN: 0789747898

Category: Business & Economics

Page: 293

View: 3311

"Drive measurable, repeatable online sales with search marketing, usability, CRM, and analytics"--Cover.

Setting Profitable Prices

A Step-by-Step Guide to Pricing Strategy--Without Hiring a Consultant

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Author: Marlene Jensen

Publisher: John Wiley & Sons

ISBN: 1118502663

Category: Business & Economics

Page: 216

View: 1416

Time-tested strategies for making the best possible pricing decisions and gaining an unbeatable competitive advantage Pricing is one of the most important—and difficult—marketing problems companies face when launching new products. Unfortunately, the research that goes into making optimal pricing decisions is a very time-consuming process—unless, that is, you can afford to pay a consultant or outside agency to do it for you. But if you're like most small- to medium-sized business owners and managers, time and money are two things you absolutely don't have to spare. Problem solved: Written by a nationally recognized pricing expert, this book arms you with proven strategies for guaranteeing that you'll never again leave money on the table when determining prices. And you'll spend the least possible time setting your more profitable prices. Packed with valuable worksheets and other valuable tools to help guide your research and your pricing decision-making A goldmine of expert tips for pricing in any specialty market, it offers a highly effective way to market your company's product more effectively and profitably Shows you how to avoid making your competitors' pricing mistakes and gain a powerful competitive edge in the process The author uses examples drawn from her years of consulting work with companies large and small, including Food Network, American Express Publishing, and Playboy

Direct Marketing Management

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Author: Mary Lou Roberts,Paul D. Berger

Publisher: Prentice Hall International (UK)

ISBN: 9780130804341

Category: Business & Economics

Page: 447

View: 9385

This revised te×t includes coverage of electronic commerce, database marketing and research into direct and on-line marketing.

Get Clients Now! (TM)

A 28-Day Marketing Program for Professionals, Consultants, and Coaches

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Author: C. Hayden

Publisher: AMACOM

ISBN: 0814432468

Category: Business & Economics

Page: 272

View: 6596

Get Clients Now! has helped thousands of independent professionals dramatically increase their client base. With this uniquely practical guide, it's easy to replace scattershot marketing and networking efforts with proven and targeted tactics. Using a simple cookbook model, the book helps readers identify the ingredients missing from their current marketing activities, select the right strategies and tools from a menu of options, and create a completely customized action plan. A structured 28-day program then outlines exactly what they need to do to put it into action. Now fully updated, the third edition combines tried-and-true marketing practices with new ideas for reaching clients. Readers will learn: * How to choose the best marketing tactics for their situation and personality * Hands-on approaches for replacing unproductive cold-calling with the power of relationship marketing * Online networking and prospecting, social media, and internet marketing strategies that really work * Advice on integrating online and offline tactics * Tips for dealing with fear, resistance, and procrastination * And more Complete with worksheets, exercises and all-new examples, Get Clients Now! remains the definitive guide on winning new business.

Essentials of Marketing Research

Putting Research Into Practice

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Author: Kenneth E. Clow,Karen E. James

Publisher: SAGE

ISBN: 1412991307

Category: Business & Economics

Page: 497

View: 9318

Essentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.

Multichannel Marketing

Metrics and Methods for On and Offline Success

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Author: Akin Arikan

Publisher: John Wiley & Sons

ISBN: 9781118059531

Category: Computers

Page: 288

View: 5831

No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.

Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

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Author: Lee Odden

Publisher: John Wiley & Sons

ISBN: 1118167775

Category: Business & Economics

Page: 243

View: 2411

Outlines an approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement, covering such topics as determining creative tactics and measuring value.

Global Marketing and Advertising

Understanding Cultural Paradoxes

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Author: Marieke de Mooij

Publisher: SAGE Publications

ISBN: 1483315452

Category: Business & Economics

Page: 416

View: 1491

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.

E-Marketing: Concepts, Methodologies, Tools, and Applications

Concepts, Methodologies, Tools, and Applications

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Author: Management Association, Information Resources

Publisher: IGI Global

ISBN: 1466615990

Category: Business & Economics

Page: 1485

View: 4829

The popularity of e-marketing has helped both small and large businesses to get their products and services message to an unbounded number of potential clients. Keeping in contact with your customers no longer require an extended period of time but rather mere seconds.E-Marketing: Concepts, Methodologies, Tools, and Applications presents a vital compendium of research detailing the latest case studies, architectures, frameworks, methodologies, and research on e-marketing. With contributions from authors around the world, this three-volume collection presents the most sophisticated research and developments from the field, relevant to researchers, academics, and practitioners alike. In order to stay abreast of the latest research, this book affords a vital look into electronic marketing research.

Project Management in Practice, 6th Edition

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Author: Jack R. Meredith,Scott M. Shafer,Samuel J. Mantel, Jr.,Margaret M. Sutton

Publisher: Wiley Global Education

ISBN: 1119298636

Category: Business & Economics

Page: 326

View: 4824

Offering streamlined coverage with an applied approach, Project Management in Practice, 6th Edition focuses on the essentials of project management. This concise, hands-on text is ideal for a one semester project management course, or as a module on project management. This textbook is organized around the project management life cycle, and provides students with essential project management concepts while addressing an important area of industry growth: the use of projects to achieve the strategic goals of organizations.

Social Media Strategy

Marketing and Advertising in the Consumer Revolution

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Author: Keith A. Quesenberry

Publisher: Rowman & Littlefield

ISBN: 1442251549

Category: Language Arts & Disciplines

Page: 256

View: 3723

Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape. This simple, systematic text leads readers through core marketing concepts and how to think critically about the competitive marketplace—even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method provides a step-by-step roadmap for planning social media marketing strategy emphasizes the need to apply solid marketing principles to social media explores how to integrate social media throughout an entire organization gives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand. The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization. FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.