E-Marketing / Edition 3

E-Marketing / Edition 3

by Judy Strauss, Raymond Frost, Adel El-Ansary, Adel El-Ansary
     
 

"This edition focuses more on e-marketing strategy and features seven new chapter-opening vignettes, many new screen images, and updated "Let's Get Technical" boxes. Significant new topics covered include Web analytics, engagement metrics, virtual worlds, location marketing online, and an entire new chapter and appendix on the social media (including search marketing)… See more details below

Overview

"This edition focuses more on e-marketing strategy and features seven new chapter-opening vignettes, many new screen images, and updated "Let's Get Technical" boxes. Significant new topics covered include Web analytics, engagement metrics, virtual worlds, location marketing online, and an entire new chapter and appendix on the social media (including search marketing). The authors also propose a new way of looking at physical and digital media and suggest that the terms offline/online and traditional/non-traditional media no longer work." The book retains the strong global and legal coverage and cutting-edge material that has made it a market leader since the first edition, in 1997. This long-term perspective on e-marketing strategies gives this book a competitive advantage not realized in other books in this field.

Product Details

ISBN-13:
9780130497574
Publisher:
Prentice Hall
Publication date:
11/18/2002
Edition description:
Older Edition
Pages:
578
Product dimensions:
7.02(w) x 9.30(h) x 0.88(d)

Table of Contents

Pt. 1 E-Marketing in Context 1

Ch. 1 Past, Present, and Future 3

Ch. 2 Strategic E-Marketing and Performance Metrics 23

Ch. 3 The E-Marketing Plan 44

Pt. 2 E-Marketing Environment 59

Ch. 4 A World of E-Marketing Opportunities 61

Ch. 5 Ethical and Legal Issues 90

Pt. 3 E-Marketing Strategy 115

Ch. 6 E-Marketing Research 117

Ch. 7 Consumer Behavior Online 152

Ch. 8 Segmentation and Targeting Strategies 171

Ch. 9 Differentiation and Positioning Strategies 194

Pt. 4 E-Marketing Management 209

Ch. 10 Product: The Online Offer 211

Ch. 11 Pricing: The Online Value 231

Ch. 12 The Internet for Distribution 254

Ch. 13 E-Marketing Communication Tools 281

Ch. 14 New Digital Media 320

Ch. 15 Customer Relationship Management 350

App. A Internet Penetration Worldwide in 2007 384

App. B 50 Social Media Sites Every Marketer Needs 390

App. C Glossary 394

App. D References 410

Index 417

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