E-Commerce Marketing / Edition 1

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Overview

E-Commerce Marketing prepares individuals to plan and market electronic products and services online. The text and multimedia components integrate coverage of all the basic functions of marketing as outlined in the National Marketing Education Standards. Explore electronically linked distribution systems, international e-commerce, e-tailing, digital media design, digital marketplace design strategies, marketing management, market research, online customer behavior, data mining and warehousing, online partnerships, and security/privacy issues. A dedicated web site will keep the content current.

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Product Details

  • ISBN-13: 9780538438087
  • Publisher: Cengage Learning
  • Publication date: 3/18/2004
  • Series: Ebusiness Series
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 8.40 (w) x 10.80 (h) x 0.50 (d)

Meet the Author

Brad A. Kleindl, Ph.D., is dean of the School of Business at Park University in Kansas City, Missouri. He previously served as dean and professor of marketing of The Robert W. Plaster College of Business Administration at Missouri Southern State University. He has authored and co-authored six books and more than 60 articles and conference papers. Dr. Kleindl has served twice as a Senior Fulbright Scholar, during 2007 in Austria and 2003 in South Africa. He has taught courses in consumer behavior, marketing research, principles of marketing, Internet marketing, international marketing, and has presented at conferences and industry meetings across the United States, Europe, Africa, and Asia.

James L. Burrow, Ph.D., has a background in marketing and human resource development. He works regularly with the business community and other organizations as a consultant on marketing and performance improvement strategies including the use of the Internet as an education and training resource. He recently retired from the faculty of North Carolina State University, where he served as the coordinator of the graduate Training and Development Program for over fifteen years. Dr. Burrow received degrees from the University of Northern Iowa and the University of Nebraska in marketing and marketing education.

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Table of Contents

1. E-Commerce/Marketing Connections. 2. E-Commerce and E-Retailing. 3. Building on Business Basics. 4. Information Technology Basics. 5. Effective Internet Communications. 6. Marketing Information Management. 7. Meeting Customer Needs. 8. Product and Service Planning. 9. E-Commerce Distribution. 10. Developing and Communicating Price and Value. 11. E-Commerce Promotion. 12. Developing an E-Commerce Business.

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