E-Marketing

E-Marketing : International Edition

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Description

For courses in electronic marketing or e business.

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 marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.
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Product details

  • Paperback | 480 pages
  • 182 x 235 x 22mm | 598g
  • ROUTLEDGE
  • London, United Kingdom
  • English
  • 5th edition
  • 0132461846
  • 9780132461849
  • 1,882,111

Table of contents

Preface

Part I: E-Marketing in Context

Chapter 1: Past, Present, and Future
Chapter 2: Strategic E-Marketing and Performance Metrics Chapter 3: The E-Marketing Plan

Part II: E-Marketing Environment

Chapter 4: A World of E-Marketing Opportunities

Chapter 5: Ethical and Legal Issues

Part III: E-Marketing Strategy

Chapter 6: E-Marketing Research

Chapter 7: Consumer Behavior Online

Chapter 8: Segmentation And Targeting Strategies

Chapter 9: Differentiation and Positioning Strategies

Part IV: E-Marketing Management

Chapter 10: Product: The Online Offer

Chapter 11: Pricing: The Online Value

Chapter 12: The Internet for Distribution

Chapter 13: E-Marketing Communication Tools

Chapter 14: New Digital Media

Chapter 15: Customer Relationship Management

Appendix A Internet Penetration Worldwide in 2007

Appendix B 50 Social Media Sites Every Marketer Needs

Appendix C Glossary

Appendix D References

Index
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About Judy Strauss

Judy Strauss and Raymond Frost have collaborated on Web development, academic papers, practitioner seminars, and three books in 11 editions since 1995. They also developed a new course in 1996, "Marketing in Cyberspace." This book grew out of that course and has significantly evolved along with changes in e-marketing.




Judy Strauss is Associate Professor of Marketing at the University of Nevada, Reno. She is an award winning author of 12 books and numerous academic papers in Internet marketing, advertising, and marketing education. Strauss is co-author of the trade book Radically Transparent: Monitoring and Managing Reputations Online, and textbooks BuildingEffective Web Sites and the E-Marketing Guide. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. She currently teaches undergraduate and M.B.A. courses in marketing communications, Internet marketing, and marketing management and has won two college-wide teaching awards. Strauss earned a doctorate in marketing at Southern Illinois University, and a finance M.B.A. and marketing B.B.A. at University of North Texas. Contact: jstrauss@unr.edu.




Raymond D. Frost is a Professor of Management Information Systems at Ohio University. He has published scholarly papers in the information systems and marketing fields and is an associate editor of The Journal of Database Management. Frost is co-author of Building Effective Web Sites and the E-Marketing Guide. Dr. Frost teaches database, electronic commerce, and information design courses. He has received Ohio University's Presidential, University Professor, College of Business, and Senior Class teaching awards. Dr. Frost is working on publications in data modeling and database pedagogy. He is co-author of a forthcoming book, A Visual Introduction to Database: An E-Business Perspective. Dr. Frost earned a doctorate in business administration and an M.S. in computer science at the University of Miami (Florida), and received his B.A. in philosophy at Swarthmore College.
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60 ratings
3.5 out of 5 stars
5 30% (18)
4 22% (13)
3 23% (14)
2 18% (11)
1 7% (4)
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