Strauss, Judy.
E-marketing / Judy Strauss, Raymond Frost. - 5th ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. - xxi, 430 p. : ill ; 24 cm.
Includes bibliographical references (p. 410-416) and index.
Past, present, and future -- Strategic e-marketing and performance metrics -- The e-marketing plan -- A world of e-marketing opportunities -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation and targeting strategies -- Differentiation and positioning strategies -- Product: the online offer -- Pricing: the online value -- The internet for distribution -- E-marketing communication tools -- Customer relationship management.
The 5thedition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability.Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed.For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.
9780132461849 0136154409 (alk. paper)
GBA8A2665 bnb
014701804 Uk
Internet marketing.
HF5415.1265 / .S774 2009
658.8/72
E-marketing / Judy Strauss, Raymond Frost. - 5th ed. - Upper Saddle River, N.J. : Pearson Prentice Hall, c2009. - xxi, 430 p. : ill ; 24 cm.
Includes bibliographical references (p. 410-416) and index.
Past, present, and future -- Strategic e-marketing and performance metrics -- The e-marketing plan -- A world of e-marketing opportunities -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation and targeting strategies -- Differentiation and positioning strategies -- Product: the online offer -- Pricing: the online value -- The internet for distribution -- E-marketing communication tools -- Customer relationship management.
The 5thedition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability.Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed.For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.
9780132461849 0136154409 (alk. paper)
GBA8A2665 bnb
014701804 Uk
Internet marketing.
HF5415.1265 / .S774 2009
658.8/72