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Strauss, Judy.

E-marketing / Judy Strauss, Raymond Frost. - 7th ed. - Abingdon ; New York : Routledge / Taylor & Francis Group, 2014. - xvi, 480 p. : ill. ; 24 cm.

Includes bibliographical references 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.

ISBN: 9780132953443 0132953447

LCCN: 2013010934

Subjects--Topical Terms:
Internet marketing.

Subjects--Geographic Terms:

Subjects--Index Terms:

Index Terms--Genre/Form: --Text book

Dewey Class. No.: 658.872 / STR