The Used and Rental copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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. E-Marketing in Context; Past, Present, and Future; Strategic E-Marketing and Performance Metrics; The E-Marketing Plan; E-Marketing Environment; Building Inclusive E-Markets; Ethical and Legal Issues; E-Marketing Strategy; E-Marketing Research; Consumer Behavior Online; Segmentation, Targeting, Differentiation, and Positioning Strategies; E-Marketing Management; Product: The Online Offer; Pricing: The Online Value; The Internet for Distribution; E-Marketing Communication Tools; Engaging Customers with Social Media; Buying Digital Media Space; Customer Relationship Management For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.
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. Building Inclusive E-Markets Chapter 5. Ethical and Legal Issues Part 3: E-Marketing Strategy Chapter 6. E-Marketing Research Chapter 7. Consumer Behavior Online Chapter 8. Segmentation, Targeting, Differentiation, and Positioning Strategies Part 4: 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 Media Chapter 14. Buying Digital Media Space Chapter 15. Customer Relationship Management
Appendix A: Internet Penetration Worldwide in 2009 Appendix B: Glossary Appendix C: References