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E-Marketing / Judy Strauss, Raymond Frost.

By: Contributor(s): Material type: TextLanguage: English Publication details: Milton : Routledge, 2018.Edition: Seventh edition; International edition; contributions by Nilanjana SinhaDescription: 496 pages : illustrations (black and white) ; 24 cmISBN:
  • 9781292000411
  • 9781138588363
  • 1292000414
Subject(s): DDC classification:
  • 658.872 23 STR
Contents:
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
List(s) this item appears in: Weekly Addition
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
General Books CUTN Central Library Medicine, Technology & Management Non-fiction 658.872 STR (Browse shelf(Opens below)) Available 38579

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

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