| Title : | E-marketing | | Material Type: | printed text | | Authors: | Judy Strauss, Author ; Raymond Frost, Author | | Edition statement: | Sixth edition | | Publisher: | Pearson Education | | Publication Date: | 2012 | | Pagination: | 423p | | Layout: | ill | | Size: | Paperback | | ISBN (or other code): | 978-0-13-280646-6 | | Class number: | 658.872 | | Abstract: | Traditional marketing coverage with an e-marketing twist. Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound affect on marketing. The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material. | | Contents note: | Part 1 E-Marketing in Context, Chapter 1. Past, Present, and Future, Chapter 2. Strategic E-Marketing and Performance Metrics, Chapter 3. The E-Marketing Plan. Part 2 E-Marketing Environment, Chapter 4. Building Inclusive E-Markets, Chapter 5. Ethical and Legal Issues. Part 3 E-Marketing Strategy, Chapter 6. E-Marketing Research, Chapter 7, Consumer Behaviour Online, Chapter 8, Segmentation, Targeting, Differentiation, and Positioning Strategies. Part 4 E-Marketing Management, Chapter 9. Product: The Online Offer, Chapter 10. Price: The Online Value, Chapter 11. The Internet for Distribution, Chapter 12, E-Marketing Communication Tools, Chapter 13, Engaging Customers with Social Media, Chapter 14. Buying Digital Media Space, Chapter 15, Customer Relationship Management.
Appendices A,B,C. |
E-marketing [printed text] / Judy Strauss, Author ; Raymond Frost, Author . - Sixth edition . - [S.l.] : Pearson Education, 2012 . - 423p : ill ; Paperback. ISBN : 978-0-13-280646-6 | Class number: | 658.872 | | Abstract: | Traditional marketing coverage with an e-marketing twist. Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound affect on marketing. The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material. | | Contents note: | Part 1 E-Marketing in Context, Chapter 1. Past, Present, and Future, Chapter 2. Strategic E-Marketing and Performance Metrics, Chapter 3. The E-Marketing Plan. Part 2 E-Marketing Environment, Chapter 4. Building Inclusive E-Markets, Chapter 5. Ethical and Legal Issues. Part 3 E-Marketing Strategy, Chapter 6. E-Marketing Research, Chapter 7, Consumer Behaviour Online, Chapter 8, Segmentation, Targeting, Differentiation, and Positioning Strategies. Part 4 E-Marketing Management, Chapter 9. Product: The Online Offer, Chapter 10. Price: The Online Value, Chapter 11. The Internet for Distribution, Chapter 12, E-Marketing Communication Tools, Chapter 13, Engaging Customers with Social Media, Chapter 14. Buying Digital Media Space, Chapter 15, Customer Relationship Management.
Appendices A,B,C. |
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