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Electronic Marketing

Electronic Marketing - 97 edition

Electronic Marketing - 97 edition

ISBN13: 9780471155539

ISBN10: 0471155535

Electronic Marketing by Komenar - ISBN 9780471155539
Edition: 97
Copyright: 1997
Publisher: John Wiley & Sons, Inc.
Published: 1997
International: No
Electronic Marketing by Komenar - ISBN 9780471155539

ISBN13: 9780471155539

ISBN10: 0471155535

Edition: 97

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

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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