Electronic Marketing: Integrating Electronic Resources into the Marketing Process / Edition 2

Electronic Marketing: Integrating Electronic Resources into the Marketing Process / Edition 2

by Joel Reedy, Shauna J. Schullo
     
 

This innovative and exciting new edition of Electronic Marketing combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability of electronic marketing resources. Electronic Marketing is the ideal guide for the marketing student to understand and

See more details below

Overview

This innovative and exciting new edition of Electronic Marketing combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability of electronic marketing resources. Electronic Marketing is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process.

Product Details

ISBN-13:
9780324175950
Publisher:
Cengage Learning
Publication date:
07/14/2003
Edition description:
REV
Pages:
592
Product dimensions:
8.58(w) x 10.84(h) x 0.76(d)

Table of Contents

PART I. THE CONCEPTS OF ELECTRONIC MARKETING 1. Introduction to the Resources of Electronic Marketing 2. Concept of Electronic Commerce and the Traditional Marketing Process 3. Marketing Planning Stage for Online Activities 4. The Actions of Marketing Implementation PART II. INTEGRATING ELECTRONIC MARKETING RESOURCES 5. An Introduction to the Internet 6. Concept of the Virtual Store for Marketing Products and Services 7. The Tools of Electronic Marketing Resources 8. Segmenting and Analyzing the Target Market 9. Integrating the Promotional Mix PART III. IMPLEMENTING THE E-COMMERCE STRATEGY 10. Using the Internet 11. Web Page Design 12. Capturing Customer Profiles and Data Management 13. Considerations for Ongoing Customer Communications PART IV. INTEGRATING THE MARKETING AND E-COMMERCE CONCEPT 14. Establishing and Promoting the Virtual Store 15. Security on the E-Commerce Site PART V. SPECIAL TOPICS 16. Considerations for E-Business Situations 17. The Edge of Business-to-Business Activities 18. Implications to the International Marketing Program 19. The Ethics of Electronic Marketing 20. The Future of Electronic Marketing Resources

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >