E-Marketing

ISBN-10: 0136154409
ISBN-13: 9780136154402
Edition: 5th 2009
List price: $148.87 Buy it from $0.80 Rent it from $20.90
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Description: The 5 th edition ofE-Marketingtreats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add  More...

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Book details

List price: $148.87
Edition: 5th
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 10/21/2008
Binding: Paperback
Pages: 480
Size: 7.00" wide x 9.00" long x 0.75" tall
Weight: 1.298
Language: English

The 5 th edition ofE-Marketingtreats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability.Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed.For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.

E-Marketing in Context
Past, Present, and Future
Strategic E-Marketing and Performance Metrics
The E-Marketing Plan
E-Marketing Environment
A World of E-Marketing Opportunities
Ethical and Legal Issues
E-Marketing Strategy
E-Marketing Research
Consumer Behavior Online
Segmentation and Targeting Strategies
Differentiation and Positioning Strategies
E-Marketing Management
Product: The Online Offer
Pricing: The Online Value
The Internet for Distribution
E-Marketing Communication Tools
New Digital Media
Customer Relationship Management
Internet Penetration Worldwide in 2007
50 Social Media Sites Every Marketer Needs
Glossary
References
Index

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