E-marketing /
Strauss, Judy.
E-marketing / Judy Strauss, Associate Professor of Marketing, University of Nevada, Reno, Raymond Frost, Professor of Management Information Systems, Ohio University. - 7th ed. - Boston : Pearson, 2014 - xvi, 480 p. : ill. ; 24 cm.
Includes bibliographical references (p. 462-469) and index.
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.
9780132953443 0132953447
2013010934
HF5415.1265 / .S774 2014
658.8/72
E-marketing / Judy Strauss, Associate Professor of Marketing, University of Nevada, Reno, Raymond Frost, Professor of Management Information Systems, Ohio University. - 7th ed. - Boston : Pearson, 2014 - xvi, 480 p. : ill. ; 24 cm.
Includes bibliographical references (p. 462-469) and index.
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.
9780132953443 0132953447
2013010934
HF5415.1265 / .S774 2014
658.8/72