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This text offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing today. This fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.
Features :
Each chapter is built around the principles of marketing.
Coverage of current topics: blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are also discussed.
A graphical framework, in each chapter, shows the relationship between the material in the chapter and other concepts in the same part, helping students make connections.
NEW! Chapter and Appendices on Social Media.
UPDATED. Chapter opening vignettes examine how real companies are using the Internet for marketing allowing students to see how the concepts they are learning are put into practice.
UPDATED. Let`s Get Technical boxes reveal how businesses have capitalized on technological innovations.isbn-9788120338210
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