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For undergraduate courses in Internet marketing, e-commerce, e-business, and digital and electronic marketing. This book discusses the necessary tools in the dynamic field of eMarketing. *NEW - Up-to-date statistics, case histories, and strategies. *NEW - Internet technologies From marketing management perspective Chapter 9. *NEW - E-business models: Looks at how existing business models have been adapted to the Internet and discusses new business models unique to the Web. *NEW - Offline technologies Focuses on marketing practices based on Internet technologies. Introduces offline e-marketing applications, e.g., bar code scanners and uses of electronic databases for customer acquisition and retention. *NEW - Ethics and law: An entire chapter. *NEW - Technology issues: Uses diagrams, analogies and clear explanations to explain how technologies such as targeted advertising, relationship marketing, and content filtering actually work. *NEW - Changing practices. *NEW - Global orientation: Includes first-hand accounts of Internet adoption abroad.show more

Product details

  • Paperback | 519 pages
  • 175.3 x 231.1 x 20.3mm | 793.8g
  • Pearson Education (US)
  • Pearson
  • United States
  • 2nd edition
  • 0130322644
  • 9780130322647

About Judy Strauss

JUDY STRAUSS is Assistant Professor of Marketing at the University of Nevada, Reno. She has published academic papers in Internet marketing, advertising, and marketing education. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. She currently teaches business on the Web, marketing communications, and marketing management, both at the undergraduate and MBA levels. Strauss earned a doctorate in marketing at Southern Illinois University, and a finance MBA and marketing BBA at University of North Texas. Contact: jstrauss@unr.eduRAYMOND FROST is Professor of Management Information Systems at Ohio University. He has published scholarly papers on database management and is an associate editor of The Journal of Database Management. He currently teaches e-commerce, database, and interdisciplinary courses. Frost earned a doctorate in business administration and an MS in computer science at the University of Miami, and received his BA in philosophy at Swarthmore College. Contact: frostr@ohiou.edushow more

Table of contents

1. Introduction. 2. Internet User Characteristics and Behavior. 3. Marketing Knowledge. 4. Product and Pricing. 5. Distribution. 6. e-Marketing Communication. 7. Customer Relationship Management. 8. The e-Marketing Plan. 9. Leveraging Technology. 10. Ethics and Law.show more

Rating details

53 ratings
3.58 out of 5 stars
5 34% (18)
4 21% (11)
3 21% (11)
2 19% (10)
1 6% (3)
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