E-marketing / Judy Strauss, Associate Professor of Marketing, University of Nevada, Reno, Raymond Frost, Professor of Management Information Systems, Ohio University.
Material type: TextPublication details: Boston : Pearson, 2014Edition: 7th edDescription: xvi, 480 p. : ill. ; 24 cmISBN:- 9780132953443
- 0132953447
- 658.8/72 23
- HF5415.1265 .S774 2014
Item type | Current library | Home library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|---|
Book | Ayesha Abed Library General Stacks | Ayesha Abed Library General Stacks | 658.872 STR (Browse shelf(Opens below)) | 1 | Missing | 3010027844 |
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.
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