9780132147552

E-Marketing

  • ISBN 13:

    9780132147552

  • ISBN 10:

    0132147556

  • Edition: 6th
  • Format: Paperback
  • Copyright: 06/24/2011
  • Publisher: Prentice Hall
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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. E-Marketing in Context; Past, Present, and Future; Strategic E-Marketing and Performance Metrics; The E-Marketing Plan; E-Marketing Environment; Building Inclusive E-Markets; Ethical and Legal Issues; E-Marketing Strategy; E-Marketing Research; Consumer Behavior Online; Segmentation, Targeting, Differentiation, and Positioning Strategies; E-Marketing Management; Product: The Online Offer; Pricing: The Online Value; The Internet for Distribution; E-Marketing Communication Tools; Engaging Customers with Social Media; Buying Digital Media Space; Customer Relationship Management   For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.

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