E-Marketing / Edition 4

E-Marketing / Edition 4

by Judy Strauss, Adel El-Ansary, Raymond Frost
     
 

ISBN-10: 0131485199

ISBN-13: 9780131485198

Pub. Date: 03/10/2005

Publisher: Taylor & Francis

The 4th edition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability. Stressing product, pricing,

Overview

The 4th edition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability. Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed. For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.

Product Details

ISBN-13:
9780131485198
Publisher:
Taylor & Francis
Publication date:
03/10/2005
Edition description:
4TH
Pages:
480
Product dimensions:
7.02(w) x 9.34(h) x 0.69(d)

Related Subjects

Table of Contents

I. E-MARKETING IN CONTEXT.

1. Marketing in The Digital Economy (2/e Chapter 1 Plus New).
2. Strategic E-Marketing (Chapter 1 Plus New).
3. The E-Marketing Plan (Chapter 8 Plus New).

II. E-MARKETING ENVIRONMENT.

4. Technology (Chapter 9) (authored by Raymond Frost).
5. Ethical and Legal (Chapter 10)(authored by Brian O'Connell w/ byline).

III. E-MARKETING STRATEGY.

6. Marketing Knowledge (Chapter 3).
7. Customer Characteristics and Behavior (Chapter 2).
8. Targeting Market Segments and Communities (Chapter 2 Plus New).
9. Differentiation, Positioning, and Competition (NEW).

IV. E-MARKETING MANAGEMENT.

10. Product (Chapter 4).
11. Pricing (Chapter 4).
12. Distribution (Chapter 5).
13. Integrated Communication Mix (Chapter 6).
14. Customer Relationship Management (Chapter 7).

V. GLOBAL PERSPECTIVE ON E-MARKETING.

15. E-Marketing in Emerging Economies (authored by Al Rosenbloom w/byline).
16. Country Profiles From the Six Continents.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >