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E-Marketing / Judy Strauss, Raymond Frost

Main Author Strauss, Judy, 1946- Coauthor Frost, Raymond Edition 5th ed. Publication Upper Saddle River : Prentice-Hall, cop. 2009 Description xvi, 480 p. a 2 colns : il. ; 24 cm ISBN 9780136154402 Topical name Marketing - Marketing digital CDU 658.8:004.73
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Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8:004.73 STR Available UE19200
Total holds: 0

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: A World of E-Marketing Opportunities
Chapter 5: Ethical and Legal Issues

Part 3: 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 4: E-Marketing Management
Chapter 10: Product: The Online Offer
Chapter 11: Price: 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

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