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E-marketing / Judy Strauss, Raymond Frost

By: Contributor(s):
Material type: TextTextPublication details: Essex, [England] Pearson Education Ltd. c 2014Edition: 6 edDescription: II, 422 p. : charts, ports ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781292023038
  • 1292023031
Subject(s): DDC classification:
  • 22 658.84 S.T.E
Contents:
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
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 COI | COM 658.84 S.T.E (Browse shelf(Opens below)) Available 00010214

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.

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