E-Marketing

Judy Strauss

• 24 juni 2011
• 9780132147552

Samenvatting:

Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketingE-Marketing in Context; Past, Present, and Future; Strategic E-Marketing and Performance Metrics; The E-Marketing Plan; E-Marketing Environment; Building Inclusive E-Markets; Ethical and Legal Issues; E-Marketing Strategy; E-Marketing Research; Consumer Behavior Online; Segmentation, Targeting, Differentiation, and Positioning Strategies; E-Marketing Management; Product: The Online Offer; Pricing: The Online Value; The Internet for Distribution; E-Marketing Communication Tools; Engaging Customers with Social Media; Buying Digital Media Space; Customer Relationship Management. For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.