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E-Marketing,9780131485198
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E-Marketing

by ;
Edition:
5th
ISBN13:

9780131485198

ISBN10:
0131485199
Format:
Paperback
Pub. Date:
1/1/2009
Publisher(s):
Prentice Hall
List Price: $129.33
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Summary

This best-selling book is unique in that it parallels the organization of an introductory marketing textbook, but it explores key marketing concepts in the context of today's digital/Internet environment. It fills the gap for those who have found Internet Marketing books suffer from too much "E" and not enough "marketing" or are too narrowly or technically focused on e-commerce. A five-part organization covers e-marketing in context, e-marketing environment, e-marketing strategy, e-marketing management, and a global perspective on e-marketing. Special topics include competitive strategies, e-marketing strategy development, marketing planning, and performance metrics; and coverage of cutting edge strategies beyond the Web--m-marketing (mobile), databases and analysis techniques, point of purchase scanning, and more. For an e-understanding of marketing and business.

Table of Contents

Preface xv
PART I: E-MARKETING IN CONTEXT
1(67)
Convergence
1(20)
The Music Industry
2(1)
What Is E-Marketing?
2(1)
How Does E-Marketing Relate to E-Business?
3(1)
What Is the Internet?
3(4)
E-Marketing Is Bigger Than the Web
4(1)
E-Marketing Is Bigger Than Technology
5(2)
E-Marketing Past, Present, and Future
7(11)
The ``E'' Drops from E-Marketing
9(1)
Marketing Implications of Internet Technologies
9(1)
E-Marketing Today
10(2)
Let's Get Technical
12(1)
What's Next?
13(5)
Read On
18(1)
Chapter Summary
19(1)
Exercises
20(1)
Strategic E-Marketing
21(23)
The Amazon Story
22(1)
Strategic Planning
23(1)
Environment, Strategy, and Performance
23(1)
Strategy
24(1)
From Strategy to Electronic Strategy
24(1)
From Business Models to E-Business Models
25(1)
E-Business Models
26(8)
Value and Revenue
27(1)
Menu of Strategic E-Business Models
27(3)
Let's Get Technical
30(4)
Performance Metrics
34(7)
The Balanced Scorecard
35(1)
Four Perspectives
36(1)
Applying the Balanced Scorecard to E-Business and E-Marketing
36(3)
Balanced Scorecard for Raytheon's E-Business
39(2)
Chapter Summary
41(1)
Exercises
42(2)
The E-Marketing Plan
44(24)
The Playboy Story
45(1)
Overview of the E-Marketing Planning Process
46(1)
Creating an E-Marketing Plan
46(3)
The Napkin Plan
47(1)
The Venture Capital E-Marketing Plan
47(2)
A Seven-Step E-Marketing Plan
49(11)
Step 1---Situation Analysis
50(1)
Step 2---E-Marketing Strategic Planning
51(2)
Step 3---Objectives
53(1)
Step 4---E-Marketing Strategies
53(2)
Let's Get Technical
55(2)
Step 5---Implementation Plan
57(1)
Step 6---Budget
58(1)
Step 7---Evaluation Plan
59(1)
Chapter Summary
60(1)
Exercises
60(8)
End of Part I E-Marketing in Context
61(7)
PART II: E-MARKETING ENVIRONMENT
68(67)
Global Markets
68(31)
The FIFA Story
69(1)
Overview of Global E-Marketing Issues
70(4)
Global Markets
70(2)
Emerging Economies
72(1)
Importance of Information Technology
73(1)
Country and Market Opportunity Analysis
74(7)
Market Similarity
75(1)
Credit Card Conundrum
75(1)
E-Commerce Payment in the Czech Republic
76(2)
Let's Get Technical
78(3)
Technological Readiness Influences Marketing
81(7)
Computers and Telephones
81(3)
Internet Connection Costs
84(1)
Connection Speeds and Web Site Design: Broadband's Influence
85(2)
Electricity Problems
87(1)
Wireless Internet Access
88(2)
The Digital Divide
90(2)
China: Back to the Future
92(5)
Chapter Summary
97(1)
Exercises
98(1)
Ethical and Legal Issues
99(36)
Software Piracy
100(1)
Overview of Ethics and Legal Issues
100(4)
Ethics and Ethical Codes
101(1)
The Problem of Self-Regulation
102(2)
Privacy
104(7)
Privacy within Digital Contexts
105(4)
International Privacy Issues
109(2)
Digital Property
111(9)
Copyright
111(1)
Trademarks
112(2)
Patents
114(2)
Licenses
116(1)
Let's Get Technical
117(1)
Trade Secrets
118(1)
Data Ownership
118(2)
Online Expression
120(2)
Emerging Issues
122(3)
Online Governance and ICANN
122(1)
Jurisdiction
122(1)
Fraud
123(2)
Chapter Summary
125(1)
Exercises
126(9)
End of Part II E-Marketing Environment
127(8)
PART III: E-MARKETING STRATEGY
135(105)
Marketing Knowledge
135(34)
The Purina Story
136(1)
Data Drives Strategy
137(2)
Marketing Knowledge Management
139(22)
The Electronic Marketing Information System
140(1)
Source 1: Internal Records
141(2)
Source 2: Secondary Data
143(1)
Let's Get Technical
144(6)
Source 3: Primary Data
150(11)
Other Technology-Enabled Approaches
161(1)
Client-Side Data Collection
161(1)
Server-Side Data Collection
161(1)
Real-Space Approaches
162(1)
Marketing Databases and Data Warehouses
163(1)
Data Analysis and Distribution
164(2)
Let's Get Technical
165(1)
Knowledge Management Metrics
166(1)
Chapter Summary
167(1)
Exercises
168(1)
Consumer Behavior
169(20)
The Hanover Story
170(1)
Consumers in the Twenty-First Century
170(2)
Inside the Internet Exchange Process
172(15)
Technological Context
172(2)
Let's Get Technical
174(1)
Social and Cultural Contexts
175(2)
Legal Context
177(1)
Individual Characteristics and Resources
177(2)
Let's Get Technical
179(4)
Internet Exchange
183(1)
Exchange Outcomes
183(4)
Chapter Summary
187(1)
Exercises
188(1)
Segmentation and Targeting Strategies
189(26)
1-800-Flowers
190(1)
Segmentation and Targeting Overview
190(1)
Three Markets
191(3)
Business Market
192(1)
Government Market
193(1)
Consumer Market
194(1)
Market Segmentation Bases and Variables
194(18)
Geographic Segments
195(1)
Important Geographic Segments for E-Marketing
196(1)
Demographic Segments
196(2)
Let's Get Technical
198(3)
Psychographic Segments
201(4)
Behavior Segments
205(2)
Let's Get Technical
207(5)
Targeting Online Customers
212(1)
Chapter Summary
213(1)
Exercises
214(1)
Differentiation and Positioning Strategies
215(25)
The J. Peterman Story
216(1)
Differentiation Dimensions
217(3)
Product Differentiation
217(1)
Let's Get Technical
218(1)
Service Differentiation
219(1)
Personnel Differentiation
219(1)
Channel Differentiation
219(1)
Image Differentiation
220(1)
Differentiation Strategies
220(3)
Site Environment/Atmospherics
221(1)
Making the Intangible Tangible
222(1)
Building Trust
222(1)
Efficient and Timely Order Processing
222(1)
Pricing
222(1)
Customer Relationship Management
222(1)
Enhancing the Experience
223(1)
Bases and Strategies for Positioning
223(4)
Product or Service Attribute
224(1)
Technology Positioning
224(1)
Benefit Positioning
224(1)
User Category
225(1)
Competitor Positioning
225(1)
Integrator Positioning
225(2)
Repositioning Strategies
227(1)
Chapter Summary
227(1)
Exercises
228(12)
End of Part III E-Marketing Strategy
229(11)
PART IV: E-MARKETING MANAGEMENT
240(168)
Product
240(22)
The Google Story
241(1)
Many Products Capitalize on Internet Properties
241(2)
Creating Customer Value Online
243(1)
Product Benefits
243(10)
Attributes
243(1)
Branding
244(7)
Support Services
251(1)
Labeling
252(1)
E-Marketing Enhanced Product Development
253(4)
Customer Co-Design
253(1)
Electronic Input
254(1)
Internet Properties Spawn Other Opportunities
255(1)
New-Product Strategies for E-Marketing
255(2)
A Taxonomy for Internet Products
257(3)
Let's Get Technical
258(2)
Chapter Summary
260(1)
Exercises
261(1)
Price
262(23)
The AOL Story
263(1)
The Internet Changes Pricing Strategies
264(1)
Buyer and Seller Perspectives
264(14)
Buyer View
264(3)
Seller View
267(8)
Let's Get Technical
275(3)
Pricing Strategies
278(5)
Fixed Pricing
278(1)
Dynamic Pricing
279(4)
Bartering
283(1)
Chapter Summary
283(1)
Exercises
284(1)
The Internet for Distribution
285(29)
The Dell Story
286(1)
Distribution Channel Overview
287(1)
Types of Intermediaries
287(1)
Distribution Channel Length and Functions
288(13)
Functions of a Distribution Channel
289(4)
Let's Get Technical
293(3)
Distribution System
296(3)
Let's Get Technical
299(2)
Channel Management and Power
301(1)
Classifying Online Channel Members
302(8)
Content Sponsorship
303(1)
Direct Selling
303(1)
Infomediary
303(1)
Intermediary Models
304(6)
Distribution Channel Metrics
310(2)
B2C Market
310(1)
B2B Market
311(1)
Chapter Summary
312(1)
Exercises
313(1)
E-Marketing Communication
314(43)
BMW Films
315(1)
Overview of E-Marketing Communication Issues
316(1)
Integrated Marketing Communication (IMC)
316(6)
Marketing Communication Tools
317(1)
Marketing Communication Media
318(1)
Media Characteristics
318(2)
IMC Goals and Strategies
320(2)
Branding versus Direct Response
322(1)
Internet Advertising
322(11)
Trends in Internet Advertising
322(2)
Internet Advertising Formats
324(9)
Marketing Public Relations (MPR)
333(3)
Web Site
334(1)
Blogs
334(1)
Community Building
335(1)
Online Events
336(1)
Sales Promotion Offers
336(4)
Coupons
337(1)
Sampling
338(1)
Contests, Sweepstakes, and Games
338(1)
Sales Promotion Metrics
339(1)
Direct Marketing
340(9)
E-Mail
340(2)
Permission Marketing: Opt-In, Opt-Out
342(1)
Viral Marketing
343(1)
Messaging
344(1)
Location-Based Marketing
345(1)
Direct Marketing Metrics
345(1)
Spam
345(2)
Privacy
347(1)
Let's Get Technical
348(1)
Which Media and Vehicles to Buy?
349(2)
Effective Internet Buys
349(1)
Efficient Internet Buys
350(1)
IMC Metrics
351(3)
Effectiveness Evidence
351(1)
Metrics Example
351(3)
Chapter Summary
354(2)
Exercises
356(1)
Customer Relationship Management
357(51)
The Cisco Story
358(1)
Building Customer Relationships, 1:1
359(1)
Relationship Marketing Defined
359(2)
Stakeholders
361(1)
Customer Relationship Management (CRM)
361(4)
CRM Benefits
361(2)
CRM's Facets
363(2)
CRM Building Blocks
365(26)
CRM Vision
366(2)
CRM Strategy
368(3)
Valued Customer Experience
371(1)
Organizational Collaboration
371(3)
CRM Processes
374(3)
CRM Information
377(1)
CRM Technology
378(7)
Let's Get Technical
385(3)
CRM Metrics
388(3)
Chapter Summary
391(1)
Exercises
391(17)
End of Part IV E-Marketing Management
393(15)
Appendix A Internet Penetration Worldwide in 2004 408(5)
Appendix B Glossary 413(18)
Appendix C References 431(8)
Index 439


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