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9780230203969

E-Marketing Theory and Application

by ;
  • ISBN13:

    9780230203969

  • ISBN10:

    0230203965

  • Format: Paperback
  • Copyright: 2011-02-15
  • Publisher: Red Globe Pr
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Supplemental Materials

What is included with this book?

Summary

Over 30 million online UK customers are just a click away. Using a mix of academic rigour and practical application, the authors introduce the reader to the latest conceptual frameworks, high'impact tools and techniques to develop a winning e-marketing strategy.  

Author Biography

STEPHEN DANN is Senior Lecturer in Marketing at the Australian National University College of Business & Economics, Canberra, Australia. SUSAN DANN is now a freelance writer and consultant, having previously held many academic posts in Australia and served as Director of the Australian Marketing Institute.

Table of Contents

PART 1: INTRODUCTION AND OVERVIEW

Chapter 1: E-marketing
Chapter 2: Marketing and e-marketing in context

PART 2: E-MARKETING FRAMEWORKS

Chapter 3: Consumer behaviour
Chapter 4: Value creation
Chapter 5: Communication of value
Chapter 6: Delivering value for benefit

PART 3: E-MARKETING APPLICATIONS

Chapter 7: Web 2.0 and social media marketing
Chapter 8: Community online
Chapter 9: Mobile marketplace
Chapter 10: Alternative channels: e-marketing beyond the web

PART 4: STRATEGIC ISSUES IN E-MARKETING

Chapter 11: Marketing strategy
Chapter 12: Planning for emerging markets
Chapter 13: Implementation issues for e-marketing

PART 5: FUTURE DIRECTIONS

Chapter 14: Applications for business and non-business
Chapter 15: Law, ethics and society: the social impact of e-marketing
Chapter 16: Projections and predictions

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook 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.

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