E-marketing / Judy Strauss, Raymond Frost.

By:

Strauss, Judy

Contributor(s):

Frost, Raymond, 1960-

Material type: Text

TextPublication details: Boston : Prentice Hall, c2012.Edition: 6th edDescription: 448 p. : ill. ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780132806466
0132806460

Subject(s):

Internet marketing

DDC classification:

658.872 S.J.E 22

LOC classification:

HF5415.1265 .S774 2012

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 Part2: E-Marketing Environment Chapter 4. Building Inclusive E-Markets Chapter 5. Ethical and Legal Issues Part3: E-Marketing Strategy Chapter 6. E-Marketing Research Chapter 7. Consumer Behavior Online Chapter 8. Segmentation, Targeting, Differentiation, and Positioning StrategiesPart4: E-Marketing Management Chapter 9. Product: The Online Offer Chapter 10. Pricing: The Online Value Chapter 11. The Internet for Distribution Chapter 12. E-Marketing Communication Tools Chapter 13. Engaging Customers with Social MediaChapter 14. Buying Digital Media SpaceChapter 15. Customer Relationship Management Appendix A: Internet Penetration Worldwide in 2009 Appendix B: Glossary Appendix C: References

Summary: "This edition focuses more on e-marketing strategy and features seven new chapter-opening vignettes, many new screen images, and updated "Let's Get Technical" boxes. Significant new topics covered include Web analytics, engagement metrics, virtual worlds, location marketing online, and an entire new chapter and appendix on the social media (including search marketing). The authors also propose a new way of looking at physical and digital media and suggest that the terms offline/online and traditional/non-traditional media no longer work." The book retains the strong global and legal coverage and cutting-edge material that has made it a market leader since the first edition, in 1997. This long-term perspective on e-marketing strategies gives this book a competitive advantage not realized in other books in this field.

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Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Books	Main library B8	COI \| COM	658.872 S.J.E (Browse shelf(Opens below))	1	Available		00005052

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Includes bibliographical references and index.

"This edition focuses more on e-marketing strategy and features seven new chapter-opening vignettes, many new screen images, and updated "Let's Get Technical" boxes. Significant new topics covered include Web analytics, engagement metrics, virtual worlds, location marketing online, and an entire new chapter and appendix on the social media (including search marketing). The authors also propose a new way of looking at physical and digital media and suggest that the terms offline/online and traditional/non-traditional media no longer work." The book retains the strong global and legal coverage and cutting-edge material that has made it a market leader since the first edition, in 1997. This long-term perspective on e-marketing strategies gives this book a competitive advantage not realized in other books in this field.

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