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E-Marketing, CourseSmart eTextbook, 7th Edition

By Judy Strauss, Raymond Frost

Published by Prentice Hall

Published Date: Jul 18, 2013

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Description

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.

This edition reflects the disruption to the marketing field based on social media.

Table of Contents

PART I. E-MARKETING IN CONTEXT          

1. Past, Present, and Future                          

2. Strategic E-Marketing and Performance Metrics               

3. The E-Marketing Plan                  

 

PART II. E-MARKETING ENVIRONMENT   

4. Global E-Marketing 3.0*             

5. Ethical and Legal Issues*          

 

PART III. E-MARKETING STRATEGY          

6. E-Marketing Research                

7. Consumer Behavior Online     

8. Segmentation, Targeting, Differentiation, and Positioning Strategies    

 

PART IV. E-MARKETING MANAGEMENT  

9. Product: The Online Offer        

10. Price: The Online Value          

11. The Internet for Distribution  

12. E-Marketing Communication: Owned Media  

13. E-Marketing Communication: Paid Media         

14. E-Marketing Communication: Earned Media  

15. Customer Relationship Management                 

Appendix A. Internet Penetration Worldwide as of December 31, 2011     

Appendix B. Glossary     

Appendix C. References                


 

 

 

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E-Marketing, CourseSmart eTextbook, 7th Edition
Format: Safari Book

$69.99 | ISBN-13: 978-0-13-296984-0