E-Marketing
Routledge (Verlag)
978-0-13-280646-6 (ISBN)
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Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound affect on marketing.
The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material.
Part 1: E-Marketing in Context
Chapter 1. Past, Present, and Future
Chapter 2. Strategic E-Marketing and Performance Metrics
Chapter 3. The E-Marketing Plan
Part2: E-Marketing Environment
Chapter 4. Building Inclusive E-Markets
Chapter 5. Ethical and Legal Issues
Part3: E-Marketing Strategy
Chapter 6. E-Marketing Research
Chapter 7. Consumer Behavior Online
Chapter 8. Segmentation, Targeting, Differentiation, and Positioning Strategies
Part4: E-Marketing Management
Chapter 9. Product: The Online Offer
Chapter 10. Pricing: The Online Value
Chapter 11. The Internet for Distribution
Chapter 12. E-Marketing Communication Tools
Chapter 13. Engaging Customers with Social Media
Chapter 14. Buying Digital Media Space
Chapter 15. Customer Relationship Management
Appendix A: Internet Penetration Worldwide in 2009
Appendix B: Glossary
Appendix C: References
| Erscheint lt. Verlag | 19.9.2011 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 178 x 231 mm |
| Gewicht | 700 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-280646-0 / 0132806460 |
| ISBN-13 | 978-0-13-280646-6 / 9780132806466 |
| Zustand | Neuware |
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