Internet marketing : integrating online and offline strategies
/ Mary Lou Roberts
- New york : McGraw-Hill Irwin, 2003
- xix, 471 p.
Include index
1. Marketing on the internet 2. The internet value chain 3. Business models and strategies: B2C space 63 4. Business models and strategic : the B2B space 93 5. The direct- response and database foundation of internet marketing 127 6. Understanding the internet consumer 161 7. Social and regulatory issuess 8. Going forword 9. Leveraging the marketing knowledge asset