E-Marketing
Routledge (Verlag)
978-0-13-246184-9 (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 effect on marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.
<>Judy Strauss and Raymond Frost have collaborated on Web development, academic papers, practitioner seminars, and three books in 11 editions since 1995. They also developed a new course in 1996, “Marketing in Cyberspace.” This book grew out of that course and has significantly evolved along with changes in e-marketing. Judy Strauss is Associate Professor of Marketing at the University of Nevada, Reno. She is an award winning author of 12 books and numerous academic papers in Internet marketing, advertising, and marketing education. Strauss is co-author of the trade book Radically Transparent: Monitoring and Managing Reputations Online, and textbooks BuildingEffective Web Sites and the E-Marketing Guide. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. She currently teaches undergraduate and M.B.A. courses in marketing communications, Internet marketing, and marketing management and has won two college-wide teaching awards. Strauss earned a doctorate in marketing at Southern Illinois University, and a finance M.B.A. and marketing B.B.A. at University of North Texas. Contact: jstrauss@unr.edu. Raymond D. Frost is a Professor of Management Information Systems at Ohio University. He has published scholarly papers in the information systems and marketing fields and is an associate editor of The Journal of Database Management. Frost is co-author of Building Effective Web Sites and the E-Marketing Guide. Dr. Frost teaches database, electronic commerce, and information design courses. He has received Ohio University’s Presidential, University Professor, College of Business, and Senior Class teaching awards. Dr. Frost is working on publications in data modeling and database pedagogy. He is co-author of a forthcoming book, A Visual Introduction to Database: An E-Business Perspective. Dr. Frost earned a doctorate in business administration and an M.S. in computer science at the University of Miami (Florida), and received his B.A. in philosophy at Swarthmore College.
Preface
Part I: E-Marketing in Context
Chapter 1: Past, Present, and Future
Chapter 2: Strategic E-Marketing and Performance Metrics Chapter 3: The E-Marketing Plan
Part II: E-Marketing Environment
Chapter 4: A World of E-Marketing Opportunities
Chapter 5: Ethical and Legal Issues
Part III: E-Marketing Strategy
Chapter 6: E-Marketing Research
Chapter 7: Consumer Behavior Online
Chapter 8: Segmentation And Targeting Strategies
Chapter 9: Differentiation and Positioning Strategies
Part IV: E-Marketing Management
Chapter 10: Product: The Online Offer
Chapter 11: Pricing: The Online Value
Chapter 12: The Internet for Distribution
Chapter 13: E-Marketing Communication Tools
Chapter 14: New Digital Media
Chapter 15: Customer Relationship Management
Appendix A Internet Penetration Worldwide in 2007
Appendix B 50 Social Media Sites Every Marketer Needs
Appendix C Glossary
Appendix D References
Index
| Erscheint lt. Verlag | 29.12.2008 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 235 x 182 mm |
| Gewicht | 598 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-13-246184-6 / 0132461846 |
| ISBN-13 | 978-0-13-246184-9 / 9780132461849 |
| Zustand | Neuware |
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