E-marketing

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Title:

E-marketing

Author:

Strauss, Judy.

ISBN:

9780130497574

Personal Author:

Strauss, Judy.

Edition:

3rd ed.

Publication Information:

Upper Saddle River, N.J. : Prentice Hall, c2003.

Physical Description:

xxi, 578 p. : ill. ; 24 cm.

Contents:

Part I. E-Marketing in Context: 1. The big picture: the Google story; 2. Strategic E-marketing: the Amazon story; 3. The E-marketing plan: the Playboy story -- Part II. E-Marketing Environment: 4. Leveraging technology: the AutoTrader story; 5. Ethical and legal issues: software piracy -- Part III. E-Marketing Strategy: 6. Marketing knowledge: the Purina story; 7. Consumer behavior: the Hanover story; 8. Targeting market segments and communities: the MyKindaPlace story; 9. Differentiation and positioning strategies: the J. Peterman story -- Part IV. E-Marketing Management: 10. Product: the Classmates story; 11. Price: the AOL story; 12. The Internet for distribution: the Dell story; 13. E-marketing communication: the eDietShop story; 14. Customer relationship management: the Cisco story -- Part V. Global Perspective: 15. E-marketing in emerging economics: the EthioGifts story; 16. Country profiles from the six continents: the FIFA story.

Subject Term:

Internet marketing.

Added Author:

Ansary, Adel I.

Frost, Raymond, 1960-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015719707	658.84 S912E 2003	1	Searching... Unknown

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Summary

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.