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9780132147552

E-Marketing

by ;
  • ISBN13:

    9780132147552

  • ISBN10:

    0132147556

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

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Summary

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

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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