Subject: Internet Marketing

– Subject: Internet Marketing

– The recommended material for the assignment (please include all of these in the citations on the assignment):

  • Integrating Online and Offline Strategies (3rd Edition) – 978-1133625902 (ONLY CHAPTERS 10 & 11 FOR THIS ASSIGNMENT). File attached.

– The assignment should follow the APA Guidelines.

– Answer the following essay questions:

1. True or False: The B2B buy cycle has roughly the same steps as the consumer purchase decision process, is carried out in much the same way, and takes about the same length of time. Explain your answer.

2. What is your understanding of content marketing as a strategy? How does it differ from the kind of marketing or marketing communications that you are accustomed to?

3. Why do you think it is hard to come up with a single, concise definition of conversion? Can you give at least two examples of different definitions of conversion and explain why the different definitions are needed? What would an effective measurement tool be that take these elements into consideration?

4. Explain, in your own words, the importance of customer-focused relationship marketing and how it differs from traditional transactional marketing.

5. Discuss the differences between operational and analytical CRM and how they make use of the customer database. How would you envision an integration in the future of these two functions?

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Files: Integrating Online and Offline Strategies (3rd Edition) – 978-1133625902.pdf
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