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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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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 enoughmarketingor are too narrowly or technically focused on e-commerce.A five-part organization covers e-marketing in context, e-marketing environment, e-marketing strategy, e-marketing management, and a global perspective on e-marketing. Special topics include competitive strategies, e-marketing strategy development, marketing planning, and performance metrics; and coverage of cutting edge strategies beyond the Webm-marketing (mobile), databases and analysis techniques, point of purchase scanning, and more.For an e-understanding of marketing and business.

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