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  • Edition: 5th
  • Format: Paperback
  • Copyright: 2009-01-01
  • Publisher: Prentice Hall
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"This edition focuses more on e-marketing strategy and features seven new chapter-opening vignettes, many new screen images, and updated "Let's Get Technical" boxes. Significant new topics covered include Web analytics, engagement metrics, virtual worlds, location marketing online, and an entire new chapter and appendix on the social media (including search marketing). The authors also propose a new way of looking at physical and digital media and suggest that the terms offline/online and traditional/non-traditional media no longer work." "The book retains the strong global and legal coverage and cutting-edge material that has made it a market leader since the first edition, in 1997. This long-term perspective on e-marketing strategies gives this book a competitive advantage not realized in other books in this field."--BOOK JACKET.

Table of Contents

E-Marketing in Contextp. 1
Past, Present, and Futurep. 3
Strategic E-Marketing and Performance Metricsp. 23
The E-Marketing Planp. 44
E-Marketing Environmentp. 59
A World of E-Marketing Opportunitiesp. 61
Ethical and Legal Issuesp. 90
E-Marketing Strategyp. 115
E-Marketing Researchp. 117
Consumer Behavior Onlinep. 152
Segmentation and Targeting Strategiesp. 171
Differentiation and Positioning Strategiesp. 194
E-Marketing Managementp. 209
Product: The Online Offerp. 211
Pricing: The Online Valuep. 231
The Internet for Distributionp. 254
E-Marketing Communication Toolsp. 281
New Digital Mediap. 320
Customer Relationship Managementp. 350
Internet Penetration Worldwide in 2007p. 384
50 Social Media Sites Every Marketer Needsp. 390
Glossaryp. 394
Referencesp. 410
Indexp. 417
Table of Contents provided by Blackwell. All Rights Reserved.

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