E-marketing, 7th International Edition

Book Description

For courses in or E-. Traditional coverage with an e- twist. Strauss/Frost offers traditional coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on . This edition reflects the disruption to the field based on .

Table of Contents

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 Global E- 3.0
Chapter 5 Ethical and Legal Issues

Part 3 E-Marketing Strategy
Chapter 6 E-Marketing Research
Chapter 7 Connected Consumers 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
Chapter 12 E-Marketing : Owned Media
Chapter 13 E-Marketing Communication: Paid Media
Chapter 14 E-Marketing Communication: Earned Media
Chapter 15 Customer Relationship Management

Appendix A Internet Penetration Worldwide as of December 31, 2011
Appendix B Glossary
Appendix C References

Book Details

  • Title: E-marketing, 7th International Edition
  • Author: ,
  • Length: 496 pages
  • Edition: International ed of 7th revised ed
  • Language: English
  • Publisher:
  • Publication Date: 2013-09-18
  • ISBN-10: 1292000414
  • ISBN-13: 9781292000411
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