By: Strauss, Judy
Title By: Frost, Raymond | Sinha, Nilanjana [Contributed by]Material type: BookPublisher: Boston : Pearson, c2014Edition: 7th international ed.Description: 496 p. : ill. ; 24 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781292000411Program: MARK301; MARK901Subject(s): Internet marketing | Management and Business StudiesDDC classification: 658.872
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|REGULAR||University of Wollongong in Dubai Main Collection||658.872 ST EM (Browse shelf)||Available||T0018809|
|REGULAR||University of Wollongong in Dubai Main Collection||658.872 ST EM (Browse shelf)||Available||T0018810|
|3 DAY LOAN||University of Wollongong in Dubai Main Collection||658.872 ST EM (Browse shelf)||Available||T0018811|
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.