E-Marketing / Edition 7

E-Marketing / Edition 7

by Judy Strauss, Raymond Frost
     
 

Directed primarily toward students taking a course on Marketing in the Internet, this text also teaches professional marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today’s Internet- and social media-driven marketing environment. With a focus on the Internet and other technologies that have had a

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Overview

Directed primarily toward students taking a course on Marketing in the Internet, this text also teaches professional marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today’s Internet- and social media-driven marketing environment. With a focus on the Internet and other technologies that have had a profound effect on how marketing is approached today, the book updates traditional marketing coverage with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective.

Product Details

ISBN-13:
9780132953443
Publisher:
Prentice Hall
Publication date:
07/25/2013
Edition description:
New Edition
Pages:
496
Sales rank:
341,373
Product dimensions:
7.00(w) x 9.10(h) x 0.70(d)

Meet the Author

<>Judy Strauss and Raymond Frost have collaborated on Web development, academic papers, practitioner seminars, and three books in 11 editions since 1995. They also developed a new course in 1996, “Marketing in Cyberspace.” This book grew out of that course and has significantly evolved along with changes in e-marketing.


Judy Strauss is Associate Professor of Marketing at the University of Nevada, Reno. She is an award winning author of 12 books and numerous academic papers in Internet marketing, advertising, and marketing education. Strauss is co-author of the trade book Radically Transparent: Monitoring and Managing Reputations Online, and textbooks Building Effective Web Sites and the E-Marketing Guide. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. She currently teaches undergraduate and M.B.A. courses in marketing communications, Internet marketing, and marketing management and has won two college-wide teaching awards. Strauss earned a doctorate in marketing at Southern Illinois University, and a finance M.B.A. and marketing B.B.A. at University of North Texas. Contact: jstrauss@unr.edu.


Raymond D. Frost is a Professor of Management Information Systems at Ohio University. He has published scholarly papers in the information systems and marketing fields and is an associate editor of The Journal of Database Management. Frost is co-author of Building Effective Web Sites and the E-Marketing Guide. Dr. Frost teaches database, electronic commerce, and information design courses. He has received Ohio University’s Presidential, University Professor, College of Business, and Senior Class teaching awards. Dr. Frost is working on publications in data modeling and database pedagogy. He is co-author of a forthcoming book, A Visual Introduction to Database: An E-Business Perspective. Dr. Frost earned a doctorate in business administration and an M.S. in computer science at the University of Miami (Florida), and received his B.A. in philosophy at Swarthmore College.

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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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