E-marketing /
| Autore principale: | |
|---|---|
| Altri autori: | |
| Natura: | Libro |
| Lingua: | English |
| Pubblicazione: |
Boston :
Pearson,
2014
|
| Edizione: | 7th ed. |
| Soggetti: | |
| Classic Catalogue: | View this record in Classic Catalogue |
Sommario:
- 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.