E-marketing /
By: Strauss, Judy
Title By: Frost, Raymond
Material type:
BookPublisher: Upper Saddle River, N.J. : Pearson Prentice Hall, c2009.Edition: 5th ed.Description: xxi, 430 p. : ill ; 24 cm.ISBN: 9780136154402 (alk. paper); 0136154409 (alk. paper)Program: MARK 301Subject(s): Internet marketingDDC classification: 658.8/72
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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.
MARK 301