Description
E-Marketing / Edition 7 by Judy Strauss EBOOK PDF Instant Download
Table of Contents
Part I: E-Marketing in Context
1. Past, Present, and Future
2. Strategic E-Marketing and Performance Metrics
3. The E-Marketing Plan Part II: E-Marketing Environment
4. Global E-Marketing 3.0
5. Ethical and Legal Issues Part III: E-Marketing Strategy
6. E-Marketing Research
7. Consumer Behavior Online
8. Segmentation, Targeting, Differentiation, and Positioning Strategies Part IV: E-Marketing Management
9. Product: The Online Offer 10. Price: The Online Value
11. The Internet for Distribution
12. E-Marketing Communication: Owned Media
13. E-Marketing Communication: Paid Media
14. E-Marketing Communication: Earned Media
15. Customer Relationship Management
Appendix A. Internet Penetration Worldwide as of December 31, 2011
Appendix B. Glossary Appendix C. References
