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E-Marketing

ISBN: 9780130497574 | 0130497576
Edition: 3rd
Format: Paperback
Publisher: PRENTICE HALL
Pub. Date: 1/1/2003

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SummaryTable of Contents
For undergraduate courses in Internet Marketing, E-Commerce, or E-Business. This best-selling book is unique in that it parallels the organization of an introductory marketing textbook, but it explores key marketing concepts in the context of today's digital/Internet environment. It fills the gap for those who have found Internet Marketing books suffer from too much E and not enough marketing or are too narrowly or technically focused on e-commerce.

This best-selling book is unique in that it parallels the organiza... MORE

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).

... MORE

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.

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