Strauss, Judy.
E-marketing / Judy Strauss, Associate Professor of Marketing, University of Nevada, Reno, Raymond Frost, Professor of Management Information Systems, Ohio University ; international edition contributions by Nilanjana Sinha, NSHM Business School, Kolkata. - 7th int. ed. - Essex, England : Pearson Education, c2014. - 496 p. : ill. ; 24 cm.
Includes bibliographical references (pages 478-485) and index.
Past, present, and future -- Strategic e-marketing and performance metrics -- The e-marketing plan -- Global e-marketing 3.0 -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation, targeting, differentiation, and positioning strategies -- Product : the online offer -- Price : the online value -- The internet for distribution -- E-marketing communication : owned media -- E-marketing communication : paid media -- E-marketing communication : earned media -- Customer relationship management.
1292000414 (pbk.) 9781292000411 (pbk.)
2013010934
Internet marketing.
HF5415.1265 / .S77 2014
658.872 / STR 2014
E-marketing / Judy Strauss, Associate Professor of Marketing, University of Nevada, Reno, Raymond Frost, Professor of Management Information Systems, Ohio University ; international edition contributions by Nilanjana Sinha, NSHM Business School, Kolkata. - 7th int. ed. - Essex, England : Pearson Education, c2014. - 496 p. : ill. ; 24 cm.
Includes bibliographical references (pages 478-485) and index.
Past, present, and future -- Strategic e-marketing and performance metrics -- The e-marketing plan -- Global e-marketing 3.0 -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation, targeting, differentiation, and positioning strategies -- Product : the online offer -- Price : the online value -- The internet for distribution -- E-marketing communication : owned media -- E-marketing communication : paid media -- E-marketing communication : earned media -- Customer relationship management.
1292000414 (pbk.) 9781292000411 (pbk.)
2013010934
Internet marketing.
HF5415.1265 / .S77 2014
658.872 / STR 2014