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E-Marketing Theory and Application

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ISBN-10: 0230203965

ISBN-13: 9780230203969

Edition: 2011

Authors: Stephen Dann, Susan Dann

List price: $87.00
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Book details

List price: $87.00
Copyright year: 2011
Publisher: Palgrave Macmillan
Publication date: 2/15/2011
Binding: Paperback
Pages: 420
Size: 7.25" wide x 9.50" long x 1.00" tall
Weight: 2.442
Language: English

Introduction and Overview
Marketing and e-marketing in context
E-Marketing Frameworks
Consumer behaviour
Value creation
Communication of value
Delivering value for benefit
E-Marketing Applications
Web 2.0 and social media marketing
Community online
Mobile marketplace
Alternative channels: e-marketing beyond the web
Strategic Issues in E-Marketing
Marketing strategy
Planning for emerging markets
Implementation issues for e-marketing
Future Directions
Applications for business and non-business
Law, ethics and society: the social impact of e-marketing
Projections and predictions