TY  - BOOK
AU  - Strauss,Judy
AU  - Frost,Raymond
TI  - E-marketing
SN  - 9780132806466 (pbk.)
AV  - HF5415.1265 .S77
PY  - 2012///
CY  - Boston
PB  - Pearson
KW  - Internet marketing
N1  - Includes index; Pearson New International Edition
; 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 StrategiesPart4: 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 MediaChapter 14. Buying Digital Media SpaceChapter 15. Customer Relationship Management Appendix A: Internet Penetration Worldwide in 2009 Appendix B: Glossary Appendix C: References
ER  -