E-marketing / Judy Strauss, Adel El-Ansary, Raymond Frost.

ISBN:

9780131485198

Title:

Author:

Strauss, Judy.

Personal Author:

Strauss, Judy.

Edition:

4th ed.

Publication Information:

Upper Saddle River, NJ : Pearson Prentice Hall, c2006.

Physical Description:

xxiii, 456 p. : ill. ; 24 cm.

Contents:

Ch. 1. Convergence -- Ch. 2. Strategic E-marketing -- Ch. 3. The E-marketing plan -- Ch. 4. Global markets -- Ch. 5. Ethical and legal issues -- Ch. 6. Marketing knowledge -- Ch. 7. Consumer behavior -- Ch. 8. Segmentation and targeting strategies -- Ch. 9. Differentiation and positioning strategies -- Ch. 10. Product -- Ch. 11. Price -- Ch. 12. The Internet for distribution -- Ch. 13. E-marketing communication -- Ch. 14. Customer relationship management.

Subject Term:

Internet marketing.

Added Author:

Ansary, Adel I.

Frost, Raymond, 1960-

Format:

Books

Publication Date:

2006

2005

Publication Information:

Upper Saddle River, NJ : Pearson Prentice Hall, c2006.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.84 STR	Book	1	Standard shelving location	Searching... Unknown

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Summary

The 4th edition 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.

I E-Marketing in Context

1 Convergence

2 Strategic E-Marketing

3 The E-Marketing Plan

II E-Marketing Environment

4 Global Markets

5 Ethical and Legal Issues

III E-Marketing Strategy

6 Marketing Knowledge

7 Consumer Behavior

8 Segmentation And Targeting Strategies

9 Differentiation and Positioning Strategies

IV E-Marketing Management

10 Product

11 Price

12 The Internet for Distribution

13 E-Marketing Communication

14 Customer Relationship Management

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Table of Contents