E-marketing /
Straussm, Judy
E-marketing / Judy Strauss, Raymond Frost - 6 ed. - Essex, [England] Pearson Education Ltd. c 2014 - II, 422 p. : charts, ports ; 28 cm.
Pearson new international ed. Includes index
Part 1: E-Marketing in Context Chapter 1. Past, Present, and Future Chapter 2. Strategic E-Marketing and Performance Metrics Part2: E-Marketing Environment Chapter 3. Building Inclusive E-Markets Chapter 4. Ethical and Legal Issues Part3: E-Marketing Strategy Chapter 5. E-Marketing Research Chapter 6. Consumer Behavior Online Chapter 7. Segmentation, Targeting, Differentiation, and Positioning Strategies Part4: E-Marketing Management Chapter 8. Product: The Online Offer Chapter 9. Pricing: The Online Value Chapter 10. The Internet for Distribution Chapter 11. E-Marketing Communication Tools Chapter 12. Engaging Customers with Social Media Chapter 13. Buying Digital Media Space Chapter 14. Customer Relationship Management Chapter 15. The E-Marketing Plan Appendix A: Internet Penetration Worldwide in 2009 Appendix B: Glossary
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 effect on marketing.
The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material.
9781292023038 1292023031
Online-Marketing
Internet marketing
658.84 / S.T.E
E-marketing / Judy Strauss, Raymond Frost - 6 ed. - Essex, [England] Pearson Education Ltd. c 2014 - II, 422 p. : charts, ports ; 28 cm.
Pearson new international ed. Includes index
Part 1: E-Marketing in Context Chapter 1. Past, Present, and Future Chapter 2. Strategic E-Marketing and Performance Metrics Part2: E-Marketing Environment Chapter 3. Building Inclusive E-Markets Chapter 4. Ethical and Legal Issues Part3: E-Marketing Strategy Chapter 5. E-Marketing Research Chapter 6. Consumer Behavior Online Chapter 7. Segmentation, Targeting, Differentiation, and Positioning Strategies Part4: E-Marketing Management Chapter 8. Product: The Online Offer Chapter 9. Pricing: The Online Value Chapter 10. The Internet for Distribution Chapter 11. E-Marketing Communication Tools Chapter 12. Engaging Customers with Social Media Chapter 13. Buying Digital Media Space Chapter 14. Customer Relationship Management Chapter 15. The E-Marketing Plan Appendix A: Internet Penetration Worldwide in 2009 Appendix B: Glossary
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 effect on marketing.
The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material.
9781292023038 1292023031
Online-Marketing
Internet marketing
658.84 / S.T.E