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E-Marketing

E-Marketing - 6th edition

ISBN13: 978-0132147552

Cover of E-Marketing 6TH 12 (ISBN 978-0132147552)
ISBN13: 978-0132147552
ISBN10: 0132147556
Cover type: Paperback
Edition: 6TH 12
Copyright: 2012
Publisher: Prentice Hall, Inc.
Published: 2012
International: No

List price: $160.25

E-Marketing - 6TH 12 edition

ISBN13: 978-0132147552

Judy Strauss

ISBN13: 978-0132147552
ISBN10: 0132147556
Cover type: Paperback
Edition: 6TH 12
Copyright: 2012
Publisher: Prentice Hall, Inc.
Published: 2012
International: No
Summary

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.

The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material.

Table of Contents

Table of Contents Part 1: E-Marketing in Context Chapter 1. Past, Present, and Future Chapter 2. Strategic E-Marketing and Performance Metrics Chapter 3. The E-Marketing Plan Part 2: E-Marketing Environment Chapter 4. Building Inclusive E-Markets Chapter 5. Ethical and Legal Issues Part 3: E-Marketing Strategy Chapter 6. E-Marketing Research Chapter 7. Consumer Behavior Online Chapter 8. Segmentation, Targeting, Differentiation, and Positioning Strategies Part 4: E-Marketing Management Chapter 9. Product: The Online Offer Chapter 10. Pricing: The Online Value Chapter 11. The Internet for Distribution Chapter 12. E-Marketing Communication Tools Chapter 13. Engaging Customers with Social Media Chapter 14. Buying Digital Media Space Chapter 15. Customer Relationship Management Appendix A: Internet Penetration Worldwide in 2009 Appendix B: Glossary Appendix C: References