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Table of Contents

Table of Contents: Part I: FOUNDATIONS OF INTERNET MARKETING. 1. Internet and Mobile Marketing in the Digital Ecosystem. 2. The Supply Chain Becomes a Value Ecosystem. 3. Business Models and Strategies. 4. The Direct Response and Database Foundations of Internet Marketing. Part II: ESSENTIAL INTERNET MARKETING TOOLS. 5. Social Media Marketing as a Cornerstone of Strategy. 6. Experiencing the Digital Customer Journey. 7. Display and Mobile Advertising for Customer Acquisition. 8. Content Marketing. 9. Email Marketing to Build Consumer and Business Relationships. Part III: DEVELOPING INTERNET MARKETING STRATEGIES AND PROGRAMS. 10. Search Engine Marketing. 11. Paid Search and Social Advertising. 12. Mobile Marketing. 13. Demand Generation and Conversion in B2B Markets. 14. Customer Relationship Development and Retention Marketing. 15. Developing and Maintaining Effective Online and Mobile Websites. 16. Digital Customer Service and Support in the Digital Era. 17. Social and Regulatory Issues: Privacy, Security, and Intellectual Property. 18. Measuring and Evaluating Digital Marketing Programs. Appendix AdWords Online Marketing Challenge for Students.

About the Author

Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts-Boston. She taught marketing and related course for more than 20 years. She earned her Ph.D. in marketing from the University of Michigan. She served as senior author of DIRECT MARKETING MANAGEMENT as well as co-author of this book. She 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 was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession." Debra Zahay is a full professor of marketing and director of the digital marketing and analytics master of science degree program at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. She holds her Ph.D. in marketing from the University of Illinois. Dr. Zahay researches how firms can facilitate customer relationships, particularly using customer information effectively. She has published extensively in marketing journals throughout the United States and Europe. She has served as a vice president on the executive board of the Chicago American Marketing Association. She has also served on the board of the Marketing EDGE organization, the editorial board of the Journal of Marketing Analytics and the board for Industrial Marketing Management. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012-2017, guiding the explosive growth and expanding influence of that journal.

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