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Electronic Marketing

Electronic Marketing - 97 edition

ISBN13: 978-0471155539

Cover of Electronic Marketing 97 (ISBN 978-0471155539)
ISBN13: 978-0471155539
ISBN10: 0471155535
Cover type:
Edition/Copyright: 97
Publisher: John Wiley & Sons, Inc.
Published: 1997
International: No

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Electronic Marketing - 97 edition

ISBN13: 978-0471155539

Komenar

ISBN13: 978-0471155539
ISBN10: 0471155535
Cover type:
Edition/Copyright: 97
Publisher: John Wiley & Sons, Inc.

Published: 1997
International: No
Summary

The Internet is just a weapon in the electronic marketing arsenal; others include e-mail, commercial online services, fax-back systems, multimedia, and CD-ROM demos. Offering comprehensive, hands-on technical information, this book gathers the insights of a panel of professional marketers who explore this entire electronic marketing mix. The emphasis is on integrating these techniques into an overall marketing plan. In-depth case studies chronicle both successful and failed electronic marketing ventures.

Table of Contents

Defining Your Market.

Designing Your Presence.

Making It Legal.

Supporting Your Presence.

Interactive Advertising.

Fax-on-Demand.

The SmartCard Game.

Interactive Kiosks.

Marketing on the Commercial Online Services.

The Internet: Marketing and Business Opportunities.

How Businesses Use Electronic Marketing.

Industry Leaders: The Road Ahead.

Contributor Resource Directory.

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