E-Marketing
ISBN: 9780136154402 | 0136154409
Edition: 5thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2009
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Raymond Frost is Professor of Management Information Systems at Ohio University. Judy Strauss is Associate Professor of Marketing at University of Nevada, Reno.
For courses in electronic marketing or e business. Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.... MORE
For courses in electronic marketing or e business. Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.... MORE
| E-Marketing in Context | p. 1 |
| Past, Present, and Future | p. 3 |
| Strategic E-Marketing and Performance Metrics | p. 23 |
| The E-Marketing Plan | p. 44 |
| E-Marketing Environment | p. 59 |
| A World of E-Marketing Opportunities | p. 61 |
| Ethical and Legal Issues | p. 90 |
| E-Marketing Strategy | p. 115 |
| E-Marketing Research | p. 117 |
| Consumer Beh... MORE | p. 152 |
| Segmentation and Targeting Strategies | p. 171 |
| Differentiation and Positioning Strategies | p. 194 |
| E-Marketing Management | p. 209 |
| Product: The Online Offer | p. 211 |
| Pricing: The Online Value | p. 231 |
| The Internet for Distribution | p. 254 |
| E-Marketing Communication Tools | p. 281 |
| New Digital Media | p. 320 |
| Customer Relationship Management | p. 350 |
| Internet Penetration Worldwide in 2007 | p. 384 |
| 50 Social Media Sites Every Marketer Needs | p. 390 |
| Glossary | p. 394 |
| References | p. 410 |
| Index | p. 417 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
