E-marketing : theory and application

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Title:

Author:

Dann, Stephen, 1973-

ISBN:

9780230203969

Personal Author:

Dann, Stephen, 1973-

Publication Information:

Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2011.

Physical Description:

p. cm.

General Note:

Includes index.

Contents:

Machine generated contents note: -- PART 1: INTRODUCTION AND OVERVIEW -- Chapter 1: E-marketing -- Chapter 2: Marketing and e-marketing in context -- PART 2: E-MARKETING FRAMEWORKS -- Chapter 3: Consumer behaviour -- Chapter 4: Value creation -- Chapter 5: Communication of value -- Chapter 6: Delivering value for benefit -- PART 3: E-MARKETING APPLICATIONS -- Chapter 7: Web 2.0 and social media marketing -- Chapter 8: Community online -- Chapter 9: Mobile marketplace -- Chapter 10: Alternative channels: e-marketing beyond the web -- PART 4: STRATEGIC ISSUES IN E-MARKETING -- Chapter 11: Marketing strategy -- Chapter 12: Planning for emerging markets -- Chapter 13: Implementation issues for e-marketing -- PART 5: FUTURE DIRECTIONS -- Chapter 14: Applications for business and non-business -- Chapter 15: Law, ethics and society: the social impact of e-marketing -- Chapter 16: Projections and predictions.

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Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025496569	658.872 D188E 2011	1	Searching... Unknown

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Summary

Combining academic rigour and practical application, E-Marketing brings together a theoretical framework from academic peer reviewed literature with contemporary developments in internet technology. Considering marketing theory and practice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment.

Accompanying online resources for this title can be found at bloomsburyonlineresources.com/e-marketing-theory-and-application. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.