E-marketing, 7th International Edition
- Length: 496 pages
- Edition: International ed of 7th revised ed
- Language: English
- Publisher: Pearson Education Limited
- Publication Date: 2013-09-18
- ISBN-10: 1292000414
- ISBN-13: 9781292000411
- Sales Rank: #2994142 (See Top 100 Books)
For courses in Internet Marketing or E-marketing. Traditional marketing coverage with an e-marketing twist. 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. This edition reflects the disruption to the marketing field based on social media.
Table of Contents
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
Part 2 E-Marketing Environment
Chapter 4 Global E-Markets 3.0
Chapter 5 Ethical and Legal Issues
Part 3 E-Marketing Strategy
Chapter 6 E-Marketing Research
Chapter 7 Connected Consumers Online
Chapter 8 Segmentation, Targeting, Differentiation, and Positioning Strategies
Part 4 E-Marketing Management
Chapter 9 Product: The Online Offer
Chapter 10 Price: The Online Value
Chapter 11 The Internet for Distribution
Chapter 12 E-Marketing Communication: Owned Media
Chapter 13 E-Marketing Communication: Paid Media
Chapter 14 E-Marketing Communication: Earned Media
Chapter 15 Customer Relationship Management
Appendix A Internet Penetration Worldwide as of December 31, 2011
Appendix B Glossary
Appendix C References
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