E-marketing / Judy Strauss, Raymond Frost.
Material type:
TextPublication details: Abingdon ; New York : Routledge / Taylor & Francis Group, 2014.Edition: 7th edDescription: xvi, 480 p. : ill. ; 24 cmISBN: - 9780132953443
- 0132953447
- 658.872 STR 22
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Central Library First floor | Baccah | 658.872 STR (Browse shelf(Opens below)) | Available | 000043097 | |||||||||||||
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Central Library First floor | Baccah | 658.872 STR (Browse shelf(Opens below)) | Available | 000043098 |
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.
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