Internet Marketing: Integrating Online and Offline Strategies by Mary Lou Roberts
Internet Internet Internet Marketing: Roberts Integrating Online and Roberts Offline Strategies Internet asserts that while 1963; the 1972; Internet is Marketing: a Offline transformational Marketing: innovation, Strategies pure Internet firms do not represent by the future Marketing: of Marketing: the 2006; Internet, as Lou failures Marketing: in Integrating recent history Online attest. Offline This Mary text builds upon 1998; the fact Online that the future of 2000; the Internet Mary lies 2001; in 1980; the 2000; activities Integrating of 1980; organizations large and small--in all Internet market 1993; spaces--that use the and Internet Mary to Marketing: improve service to Internet customers Strategies and increase 1987; organizational 1999; productivity. Many powerful 2001; e-marketers predate the 1988; Internet, 1983; have 1957; strong brand Offline identities, 1992; and use the Internet wisely to Internet broaden and the set of options, across 1978; the marketing and 2007; logistics Online mix 1959; that 2000; they can offer to Online their and customers, 1987; suppliers, and 1960; partners. Online The Marketing: underlying paradigm Offline in 1956; the text visualizes Offline the Roberts Internet 1986; as 1984; a significant new Online channel 1955; for 1978; communications and 1996; transactions that needs 2001; to be Strategies integrated Online into enterprise marketing Strategies strategies. Roberts In this Mary process, businesses are transformed Marketing: from 1991; isolated 1972; entities 1976; into extended 1987; enterprises-organizations 2004; whose 1968; boundaries Roberts have 1984; become permeable, admitting Offline both suppliers and 1982; customers 1975; into many 2000; parts of 1984; the 1997; corporate 1961; information 1999; repository and 1984; requiring 1971; their participation 1956; in many 2004; aspects of daily operations.