Introduction to Online Marketing teaches the experience and process of actually doing marketing – not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment:
Sustainability — Increasingly, companies are interested in the impact they are having on their local community as well as the overall environment. This is often referred to as the "triple bottom line" of financial, social, and environment performance.
Ethics and social responsibility — Following on the
sustainability notion is the broader importance of ethics and social
responsibility in creating successful organizations. The authors make
consistent references to ethical situations throughout chapter coverage, and
end of chapter material in most chapters will encompass ethical situations.
Introduction to Online Marketing
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