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E-marketing / Judy Strauss, Raymond Frost.

By: Strauss, Judy.
Contributor(s): Frost, Raymond, 1960-.
Publisher: Upper Saddle River, NJ : Pearson Prentice Hall, 2009Edition: 5th ed.Description: xxi, 430 p. : ill. ; 24 cm.ISBN: 9780132461849 (pbk. : Int'l ed.); 0132461846 (pbk. : Int'l ed.).Subject(s): Internet marketingDDC classification: 658.872
Contents:
Past, present, and future -- Strategic E-marketing and performance metrics -- The E-marketing plan -- A world of E-marketing opportunities -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation and targeting strategies -- Differentiation and positioning strategies -- Product: the online offer -- Pricing: the online value -- The internet for distribution -- E-marketing communication tools -- New digital media -- Customer relationship management.
Summary: "This edition focuses more on e-marketing strategy and features seven new chapter-opening vignettes, many new screen images, and updated "Let's Get Technical" boxes. Significant new topics covered include Web analytics, engagement metrics, virtual worlds, location marketing online, and an entire new chapter and appendix on the social media (including search marketing). The authors also propose a new way of looking at physical and digital media and suggest that the terms offline/online and traditional/non-traditional media no longer work."--P. xvi
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 5, BayNo 4

 658.872 STR (Browse shelf) 1 Available GENLS,GENLS,03,GR 5000014706
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658.872 STR Foundations of net-enchanced organizations / 658.872 STR E-marketing / 658.872 STR E-marketing / 658.872 STR E-marketing / 658.872 STR 2012 E-marketing / 658.872 STR 2014 E-marketing / 658.872 STR 2014 E-marketing /

Past, present, and future -- Strategic E-marketing and performance metrics -- The E-marketing plan -- A world of E-marketing opportunities -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation and targeting strategies -- Differentiation and positioning strategies -- Product: the online offer -- Pricing: the online value -- The internet for distribution -- E-marketing communication tools -- New digital media -- Customer relationship management.

"This edition focuses more on e-marketing strategy and features seven new chapter-opening vignettes, many new screen images, and updated "Let's Get Technical" boxes. Significant new topics covered include Web analytics, engagement metrics, virtual worlds, location marketing online, and an entire new chapter and appendix on the social media (including search marketing). The authors also propose a new way of looking at physical and digital media and suggest that the terms offline/online and traditional/non-traditional media no longer work."--P. xvi