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.
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TextPublication details: Essex, England : Pearson Education, c2014Edition: 7th int. edDescription: 496 p. : ill. ; 24 cmISBN: 1292000414 (pbk.); 9781292000411 (pbk.)Subject(s): Internet marketingDDC classification: 658.872 LOC classification: HF5415.1265 | .S77 2014| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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General Circulation
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APU Library Open Shelf | Book | HF5415.1265 .S77 2014 c.1 (Browse shelf (Opens below)) | 1 | Missing | 00033093 |
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.
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