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This best-selling book is unique in that it parallels the organization of an introductory marketing textbook, but it explores key marketing concepts in the context of today's digital/Internet environment. It fills the gap for those who have found Internet Marketing books suffer from too much and not enough marketing or are too narrowly or technically focused on e-commerce. A five-part organization covers e-marketing in context, e-marketing environment, e-marketing strategy, e-marketing management, and a global perspective on e-marketing. Special topics include competitive strategies, e-marketing strategy development, marketing planning, and performance metrics; and coverage of cutting edge strategies beyond the Web databases and analysis techniques, point of purchase scanning, and more. For an e-understanding of marketing and business.
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Product details

  • Paperback | 578 pages
  • 178.3 x 236.2 x 22.4mm | 861.84g
  • Prentice-Hall
  • London, United Kingdom
  • English
  • New edition
  • 3rd New edition
  • 0130497576
  • 9780130497574

Table of contents

E-MARKETING IN CONTEXT. 1. The Big Picture. 2. Strategic E-Marketing. 3. The E-Marketing Plan. E-MARKETING ENVIRONMENT. 4. Leveraging Technology. 5. Ethical and Legal Issues. E-MARKETING STRATEGY. 6. Marketing Knowledge. 7. Customer Behavior. 8. Targeting Market Segments and Communities. 9. Differentiation and Positioning Strategies. E-MARKETING MANAGEMENT. 10. Product. 11. Price. 12. The Internet for Distribution. 13. E-Marketing Communication. 14. Customer Relationship Management. GLOBAL PERSPECTIVE. 15. E-Marketing in Emerging Economies. 16. Country Profiles From the Six Continents.
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About Judy Strauss

Judy Strauss is Associate Professor of Marketing at the University of Nevada, Reno and Chair of the Managerial Sciences Department. She has published academic papers in Internet marketing, advertising, and marketing education. Strauss is co-author of Building Effective 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. 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. Adel I. El-Ansary is the Donna L. Harper Professor of Marketing at the University of North Florida. He is coauthor of Marketing Channels, 1st through 6th editions, Prentice-Hall, 1977-2001 and contributor to the Encyclopedia of Marketing, Encyclopedia of Economics, American Marketing Association Marketing Encyclopedia, and the Logistics Handbook. His articles are published in major journals including the Journal of Marketing, Journal of Marketing Research, Journal of Marketing Channels, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Macro Marketing, Journal of Personal Selling and Sales Management, and Internal Marketing Review. 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 prestigious University Professor teaching award. 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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Rating details

55 ratings
3.58 out of 5 stars
5 33% (18)
4 22% (12)
3 22% (12)
2 18% (10)
1 5% (3)
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