E-Marketing Pearson International Edition 6th Edition

Description

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 affect on marketing.

The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material.

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
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