MindTap Marketing, 1 term (6 months) Instant Access for Zahay/Roberts' Internet Marketing, 4th Edition

Debra Zahay, Mary Lou Roberts

Copyright 2018
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MindTap Marketing, 1 term (6 months) Instant Access for Zahay/Roberts' Internet Marketing 4th Edition by Debra Zahay/Mary Lou Roberts

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Overview
Meet the Authors
Features
Table of Contents
Pricing

Overview

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.

Meet the Authors

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Debra Zahay

Dr. Debra Zahay is a full professor of marketing at St. Edward's University in Austin, Texas. She has overseen the inclusion of digital marketing and analytics in the undergraduate and graduate curriculums. Dr. Zahay researches how firms can facilitate customer relationships using digital technology, particularly using customer information effectively. She served as a vice president on the executive board of the Chicago American Marketing Association and the board of the Marketing EDGE organization. She currently serves on the editorial boards of Industrial Marketing Management, Journal of Marketing Analytics and Journal of Marketing Education. She was editor-in-chief of the Journal of Research in Interactive Marketing from 2012–2017, where she guided the explosive growth and expanding influence of that journal. She has co-authored 30 academic articles and an additional Cengage text on social media marketing and has authored a short book for teaching digital marketing in master's-level courses. She holds her Ph.D. in marketing (business administration) from the University of Illinois.

Mary Lou Roberts

Dr. Mary Lou Roberts was professor emeritus of management and marketing at the University of Massachusetts, Boston. She earned her Ph.D. in marketing from the University of Michigan and taught marketing and related courses for over 20 years. Dr. Roberts served as senior author of DIRECT MARKETING MANAGEMENT and co-author of this book. She published extensively in marketing journals in the United States and Europe. In 1997, Dr. Roberts's 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 was an active member of many professional organizations and served on a number of local and national boards, including the American Marketing Association, Mass Audubon and the Advisory Board of Professional Organizations of the U.S. Department of the Census. Dr. Roberts passed in January of 2020, leaving a significant gap in today's marketing and management educational profession.

Features

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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.
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.
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.

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LEARNING PATH

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.

Table of Contents:
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.

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Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.

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