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  • Edition: 6th
  • Format: Paperback
  • Copyright: 2011-06-24
  • Publisher: Prentice Hall
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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

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