Strauss, Judy

E-marketing Judy Strauss, Raymond Frost,contributions by Nilanjana Sinha - 7th international ed. - 496 p. : ill. ; 24 cm.

Includes index.

PART I. E-MARKETING IN CONTEXT 1. Past, Present, and Future 2. Strategic E-Marketing and Performance Metrics 3. The E-Marketing Plan PART II. E-MARKETING ENVIRONMENT 4. Global E-Marketing 3.0* 5. Ethical and Legal Issues* PART III. E-MARKETING STRATEGY 6. E-Marketing Research 7. Consumer Behavior Online 8. Segmentation, Targeting, Differentiation, and Positioning Strategies PART IV. E-MARKETING MANAGEMENT 9. Product: The Online Offer 10. Price: The Online Value 11. The Internet for Distribution 12. E-Marketing Communication: Owned Media 13. E-Marketing Communication: Paid Media 14. E-Marketing Communication: Earned Media 15. Customer Relationship Management Appendix A. Internet Penetration Worldwide as of December 31, 2011 Appendix B. Glossary Appendix C. References.

For courses in Internet Marketing or E-marketing. Traditional marketing coverage with an e-marketing twist. 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. This edition reflects the disruption to the marketing field based on social media.

9781292000411 £51.99

GBB433247 bnb

Internet marketing


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