E-marketing / Judy Strauss, Associate Professor of Marketing, University of Nevada, Reno, Raymond Frost, Professor of Management Information Systems, Ohio University.

By:

Strauss, Judy

Contributor(s):

Frost, Raymond

Material type: Text

TextPublication details: Boston : Pearson, 2014Edition: 7th edDescription: xvi, 480 p. : ill. ; 24 cmISBN:

9780132953443
0132953447

Subject(s):

Internet marketing

DDC classification:

658.8/72 23

LOC classification:

HF5415.1265 .S774 2014

Contents:

Past, present, and future -- Strategic e-marketing and performance metrics -- The e-marketing plan -- Global e-marketing 3.0 -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation, targeting, differentiation, and positioning strategies -- Product : the online offer -- Price : the online value -- The internet for distribution -- E-marketing communication : owned media -- E-marketing communication : paid media -- E-marketing communication : earned media -- Customer relationship management.

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Ayesha Abed Library General Stacks	Ayesha Abed Library General Stacks	658.872 STR (Browse shelf(Opens below))	1	Missing		3010027844

Total holds: 0

Includes bibliographical references (p. 462-469) and index.

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