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E-Marketing / Judy Strauss, Raymond Frost

Main Author Strauss, Judy, 1946- Coauthor Frost, Raymond Edition 6th ed. Publication Upper Saddle River : Pearson, cop. 2012 Description 448 p. a 2 colns. : il. ; 24 cm ISBN 978-0-13-280646-6 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 STRA Available UE22188
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: Building Inclusive E-Markets
Chapter 5: Ethical and Legal Issues

Part 3: E-Marketing Strategy
Chapter 6: E-Marketing Research
Chapter 7: Consumer Behavior 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 Tools
Chapter 13: Engaging Customers with Social Media
Chapter 14: Buying Digital Media Space
Chapter 15: Customer Relationship Management

Appendix A: Internet Penetration Worldwide as of April 30, 2010
Appendix B: Glossary
Appendix C: References

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