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Electronic Marketing Integrating Electronic Resources into the Marketing Process

ISBN-10: 0324175957
ISBN-13: 9780324175950
Edition: 2nd 2004 (Revised)
List price: $259.95
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Description: This innovative and exciting new edition of Electronic Marketing combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability  More...

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Book details

List price: $259.95
Edition: 2nd
Copyright year: 2004
Publisher: Cengage South-Western
Publication date: 7/14/2003
Binding: Paperback
Pages: 592
Size: 8.70" wide x 11.00" long x 0.75" tall
Weight: 2.992
Language: English

This innovative and exciting new edition of Electronic Marketing combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability of electronic marketing resources. Electronic Marketing is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process.

Joel Reedy, BS in advertising from the University of Florida and MBA and marketing instructor at the University of South Florida in Tampa, has proven credentials in planning and execution of effective marketing programs. Before beginning his teaching career at USF in 1990, he worked as an advertising agency principal and marketing strategist for twenty years. His planning specialties included account planning, media planning, and process evaluation. While at USF, his attention has been directed toward segmentation and promotional strategies for more effective marketing performance, and he is an active user of electronic marketing tools as well as interactive technology. During his twelve years of full-time teaching at USF, Reedy has won four undergraduate teaching awards.

Shauna J. Schullo is currently the computer programmer analyst manager of academic computing at the University of South Florida. She holds a BS in chemistry, a MS degree in chemical engineering, and is pursuing her doctoral degree in instructional technology. Schullo has worked in the private industry and understands the application of online technology to commerce. She also brings classroom teaching experience and training in online and Web-related tools; she is an expert in many software packages including Lotus Notes, Excel, Access, Web browsers, electronic mail programs, HTML, and survey/forms design. Schullo is proficient in Authorware, multimedia packages, networking software, and graphics programs such as Adobe Photoshop and Adobe Premiere.

The Concepts of Electronic Marketing
Introduction tothe Resources of Electronic Marketing
Concept of Electronic Commerce and the Traditional Marketing Process
Marketing Planning Stage for Online Activities
The Actions of Marketing Implementation
Integrating Electronic Marketing Resources
An Introduction to the Internet
Concept of the Virtual Store for Marketing Products and Services
The Tools of Electronic Marketing Resources
Segmenting and Analyzing the Target Market
Integrating the Promotional Mix
Implementing the E-commerce Strategy
Using the Internet
Web Page Design
CapturingCustomer Profiles and Data Management
Considerations forOngoing Customer Communications
Integrating Themarketing and E-commerce Concept
Establishing and Promotinga Virtual Store
Security on the E-Commerce Site
Special Topics
Considerations for E-Business Situations
The Edge of Business-to-Business Activities
Implications to theInternational Marketing Program
The Ethics of ElectronicMarketing
The Future of Electronic Marketing Resources

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