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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.

Glossary

Index

Debra Zahay, St. Edward's University

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.

Mary Lou Roberts, University of Massachusetts Boston

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.