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E-Marketing, 4th Edition

By Judy Strauss, Adel El-Ansary, Raymond Frost

ISBN-10: 0-13-148519-9

ISBN-13: 978-0-13-148519-8

Published by Prentice Hall

Pub. Date: Mar 4, 2005

Format: Paper

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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