TOC

TABLE OF CONTENTS

Internet Marketing: Integrating Online and Offline Strategies

 in a Digital Environment

Debra Zahay and Mary Lou Roberts

Foundations of Digital Marketing

Chapter 1           Internet and Mobile Marketing in the Digital Ecosystem
 Chapter 2         The Supply Chain Becomes a Value Ecosystem
Chapter 3           Business Models and Strategies
Chapter 4           The Direct Response and Database Foundations of Internet Marketing
Chapter 5           Social Media Marketing as a Cornerstone of Strategy
Chapter 6           Experiencing the Digital Customer Journey

Digital Marketing Tools and Techniques

Chapter 7           Display and Mobile Advertising for Customer Acquisition
Chapter 8           Content Marketing
Chapter 9           Email Marketing to Build Consumer and Business Relationships
Chapter 10         Search Engine Marketing
Chapter 11         Paid Search and Social Advertising

Creating and Evaluating Digital Marketing Strategies and Programs

Chapter 12        Mobile Marketing
Chapter 13         Demand Generation and Conversion in B2B Markets
Chapter 14         Customer Relationship Development and Retention Marketing
Chapter 15         Developing and Maintaining Effective Online and Mobile Websites
Chapter 16         Digital Customer Service and Support in the Digital Era
Chapter 17         Social and Regulatory Issues: Privacy, Security, and Intellectual Property
Chapter 18         Measuring and Evaluating Digital Marketing Programs

Appendix           AdWords Online Marketing Challenge for Students