MindTap Marketing for Internet Marketing 4th Edition

Debra Zahay | Mary Lou Roberts

  • Copyright 2018
  • Published
  • Available with:
  • MindTap

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MindTap® Management for Zahay/Roberts’ Internet Marketing, 4th Edition, is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course—to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap. MindTap: Powered by You. MindTap gives you complete ownership of your content and learning experience. Customize the interactive syllabi, emphasize the most important topics, and add your own material or notes in the eBook. The outcome-driven application helps you challenge every student, build their understanding of how to manage online and offline marketing strategies, and empower them to be unstoppable.

Meet the Author

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.

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MindTap® is the digital learning solution that powers students from memorization to mastery. It gives you complete control of your course—to provide engaging content, to challenge every individual, and to build their confidence. Empower students to accelerate their progress with MindTap.

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  • MindTap helps streamline your workflow with carefully curated content and a unique set of tools saving you valuable time in your course preparations. In addition, automatically grades assignments and quizzes while also providing students with instant feedback on their work.
  • The Message Center app helps you to quickly and easily contact students directly from the MindTap platform. Any message posted in the Message Center is communicated directly to each student enrolled in the course via the communication medium designated by the student.
  • Stay organized and efficient in your course with MindTap--a single destination and a single log-in with all the course material and study tools you need to succeed. Built in apps leverage social media and the latest learning technology to help you stay connected to your course and your instructor.
  • The MindTap Reader takes the textbook experience to a whole new level with the ability to have the material read to you, print the material and take it with you for on the go preparation, take notes or highlights within the Reader itself while also capturing them within the linked StudyHub App. For students who need to hear the course material in order to truly grasp course concepts or for all the multi-tasking students out there, ReadSpeaker will read the text to you.
  • The New MindTap Mobile App keeps you connected to your instructor and your course with alerts and notifications while arming you with on-the-go study tools like flashcards and quizzing, helping you manage your limited-time efficiently.
  • Provide students with organizational and study tools designed to better manage their limited time, allowing them to complete assignments whenever and wherever they are ready to learn.
  • Save students money in their course materials with a single destination that reflects exactly what’s important to you, the instructor.
  • Track students in real time with the Progress app adjust the course as needed based analytics of interactivity in the course.
  • With the MindTap Mobile App, you can keep your students informed of assignments, course due dates, or any changes to your course while also arming them with on-the-go study tools like flashcards and quizzing.
  • Build and personalize your course by integrating your own content into the MindTap Reader using your own documents or pull from sources like RSS feeds, YouTube videos, websites, Google Docs and more. Control what content students see and when they see it with a learning path that can be used as-is or matched to your syllabus exactly.
  • Empower students with the information to know where they stand at all times--both individually and compared to the highest performers in class within the student view of the Progress App.
  • Engage students with course material specially customized for them by you streamlined in one proven, easy-to-use interface.
  • StudyHub is one-stop-studying tool that allows you to deliver important information and empowers your students to personalize their experience. Share content from the MindTap Reader and create notes and study guides to help students focus and succeed.

Table of Contents

MindTap Marketing for Internet Marketing



eREADER (Text)-- The MindTap Reader allows students the opportunity to make notes or highlights in-text, (which are also captured within the linked StudyHub App), view notes or highlights from their instructor, and have content read aloud to them.

FLASHCARDS-- Flashcards are pre-populated with key terms to provide a jump start on course preparation and studying, and can be used on the go.

CHAPTER QUIZZES—Assess students’ basic comprehension of the reading material.

INTERACTIVE EXERCISES—Previously integrated into Chapter content, these have now been made assignable and assessable through integration into the learning path.

INTERNET EXERCISES—Similar to the interactive exercises previously found within the chapter, these exercises (previously included with the end-of-chapter content) have now been made assignable and assessable through integration into the learning path as separate assessment items.

AUTHOR BLOGS—Author maintained content updated regularly.

Table of Contents:
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.
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.
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.
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Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.


MindTap® Marketing, 1 term (6 months) Instant Access for Zahay/Roberts' Internet Marketing

ISBN: 9781337106764
MindTap® Marketing for Zahay/Roberts’ Internet Marketing, 4th Edition, is the digital learning solution that helps instructors engage and transform today’s students into critical thinkers. Understanding how to manage online and offline marketing strategies is a critical skill needed for today’s business environment and Zahay and Roberts Internet Marketing provides this needed knowledge. Through paths of dynamic assignments and applications that you can personalize, real-time course analytics, and an accessible reader, MindTap helps you turn cookie-cutter into cutting-edge, apathy into engagement, and memorizers into higher-level thinkers. As an instructor using MindTap, you have at your fingertips the right content and unique set of tools curated specifically for your course, all in an interface designed to improve workflow and save time when planning lessons and course structure. The control to build and personalize your course is all yours, focusing on the most relevant material while also lowering costs for your students. Stay connected and informed in your course through real-time student tracking that provides the opportunity to adjust the course as needed based on analytics of interactivity in the course.


MindTap Marketing for Internet Marketing

ISBN: 9781337106764
It’s 1 AM, there are 20 tabs open on your computer, you lost your flashcards for the test, and you’re so tired you can’t even read. It’d be nice if someone came up with a more efficient way of studying. Luckily, someone did. With a single login for MindTap® Marketing for Zahay/Roberts’ Internet Marketing, 4th Edition, you can connect with your instructor, organize coursework, and have access to a range of study tools, including e-book and apps all in one place! Manage your time and workload without the hassle of heavy books: the MindTap Reader keeps all your notes together, lets you print the material, and will even read text out loud. Need extra practice? Find pre-populated flashcards with the MindTap Mobile App, as well as quizzes and important course alerts. Want to know where you stand? Use the Progress app to track your performance in relation to other students.