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.
Joel Reedy, BS in advertising from the University of Florida and MBA and marketing instructor at the University of South Florida in Tampa, has proven credentials in planning and execution of effective marketing programs. Before beginning his teaching career at USF in 1990, he worked as an advertising agency principal and marketing strategist for twenty years. His planning specialties included account planning, media planning, and process evaluation. While at USF, his attention has been directed toward segmentation and promotional strategies for more effective marketing performance, and he is an active user of electronic marketing tools as well as interactive technology. During his twelve years of full-time teaching at USF, Reedy has won four undergraduate teaching awards.
Shauna J. Schullo is currently the computer programmer analyst manager of academic computing at the University of South Florida. She holds a BS in chemistry, a MS degree in chemical engineering, and is pursuing her doctoral degree in instructional technology. Schullo has worked in the private industry and understands the application of online technology to commerce. She also brings classroom teaching experience and training in online and Web-related tools; she is an expert in many software packages including Lotus Notes, Excel, Access, Web browsers, electronic mail programs, HTML, and survey/forms design. Schullo is proficient in Authorware, multimedia packages, networking software, and graphics programs such as Adobe Photoshop and Adobe Premiere.
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