Strauss, Judy,

E-Marketing / Judy Strauss, Raymond Frost. - Seventh edition. International edition / contributions by Nilanjana Sinha. - Milton : Routledge, 2018. - 496 pages : illustrations (black and white) ; 24 cm

Previous edition: 2012. Includes index.

Part I: E-Marketing in Context 1. Past, Present, and Future 2. Strategic E-Marketing and Performance Metrics 3. The E-Marketing Plan Part II: E-Marketing Environment 4. Global E-Marketing 3.0 5. Ethical and Legal Issues Part III: E-Marketing Strategy 6. E-Marketing Research 7. Consumer Behavior Online 8. Segmentation, Targeting, Differentiation, and Positioning Strategies Part IV: E-Marketing Management 9. Product: The Online Offer 10. Price: The Online Value 11. The Internet for Distribution 12. E-Marketing Communication: Owned Media 13. E-Marketing Communication: Paid Media 14. E-Marketing Communication: Earned Media 15. Customer Relationship Management

9781292000411 9781138588363 1292000414


Internet marketing.
Business and Management.

658.872 / STR

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