Asia Pacific University Library catalogue


E-marketing / Raymond Frost, Alexa K. Fox, Judy Strauss.

By: Strauss, JudyContributor(s): Frost, Raymond, 1960- | Fox, Alexa KMaterial type: TextTextPublication details: London : Routledge, c2018Edition: 8th edDescription: vii, 444 p. : ill. (black and white) ; 26 cmISBN: 9781138731370 (pbk.)Subject(s): Internet marketingDDC classification: 658.8/72 LOC classification: HF5415.1265 | .S77 2018
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
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Item type Current library Collection Call number Copy number Status Date due Barcode
General Circulation General Circulation APU Library
Open Shelf 		Book HF5415.1265 .S77 2018 c.1 (Browse shelf (Opens below)) 1 Available 00017044

Earlier editions have Judy Strauss as the first named author.

Includes bibliographical references and 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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