E-Marketing: Theory and Application

ISBN-13: 9780230203969 / Angielski / Miękka / 2011 / 420 str.

Stephen Dann

Opis

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.

Spis treści

PART 1: INTRODUCTION AND OVERVIEW E-marketing Marketing and E-marketing in Context PART 2: E-MARKETING FRAMEWORKS Consumer Behaviour Value Creation Communication of Value Delivering Value for Benefit PART 3: E-MARKETING APPLICATIONS Web 2.0 and Social Media Marketing Community Online Mobile Marketplace Alternative Channels: E-marketing Beyond the Web PART 4: STRATEGIC ISSUES IN E-MARKETING Marketing Strategy Planning for Emerging Markets Implementation Issues for E-marketing PART 5: FUTURE DIRECTIONS Applications for Business and Non-business Law, Ethics and Society: the Social Impact of E-marketing Projections and Predictions.

O autorze

STEPHEN DANN is Senior Lecturer in Marketing at the Australian National University College of Business& Economics, Canberra, Australia. He is the co-author, with Susan Dann, of four previous marketing textbooks. He was the recipient of the 2010 Pearson ANZMAC Emerging Marketing Educator prize.

SUSAN DANN is now a freelance writer and consultant, having previously held many academic posts in Australia and served as Director of the Australian Marketing Institute. She has written widely, including those texts co-authored with Stephen.