9780132953443

E-Marketing

by ;
  • ISBN13:

    9780132953443

  • ISBN10:

    0132953447

  • Edition: 7th
  • Format: Paperback
  • Copyright: 7/11/2013
  • Publisher: Routledge

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Supplemental Materials

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Summary

Directed primarily toward students taking a course on Marketing in the Internet, this text also teaches professional marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today’s Internet- and social media-driven marketing environment. With a focus on the Internet and other technologies that have had a profound effect on how marketing is approached today, the book updates traditional marketing coverage with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective.

 

Table of Contents

PART I. E-MARKETING IN CONTEXT          

1. Past, Present, and Future                          

2. Strategic E-Marketing and Performance Metrics               

3. The E-Marketing Plan                  

 

PART II. E-MARKETING ENVIRONMENT   

4. Global E-Marketing 3.0*             

5. Ethical and Legal Issues*          

 

PART III. E-MARKETING STRATEGY          

6. E-Marketing Research                

7. Consumer Behavior Online     

8. Segmentation, Targeting, Differentiation, and Positioning Strategies    

 

PART IV. E-MARKETING MANAGEMENT  

9. Product: The Online Offer        

10. Price: The Online Value          

11. The Internet for Distribution  

12. E-Marketing Communication: Owned Media  

13. E-Marketing Communication: Paid Media         

14. E-Marketing Communication: Earned Media  

15. Customer Relationship Management                 

Appendix A. Internet Penetration Worldwide as of December 31, 2011     

Appendix B. Glossary     

Appendix C. References                


 

 

 

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