E-marketing: International Student Edition

ISBN-13: 9781138588363 / Angielski / Miękka / 2018 / 440 str.

Judy Strauss;Frost Raymond D.;Alexa Fox

Spis treści

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 June 30, 2017

Appendix B References

O autorze

Raymond Frost is Professor of Management Information Systems at Ohio University, USA. He has published scholarly papers in the fields of information systems and marketing.

Alexa K. Fox is Assistant Professor of Marketing at The University of Akron, USA. Her research interests include digital marketing, user-generated content, consumer behavior, online privacy, physiological measurement of cognition and emotion, and linguistic analysis. Alexa’s work has appeared in various journals, books, and national conferences.

Judy Strauss is Professor of Marketing Emerita at the University of Nevada-Reno, USA. She is an award-winning author of four books and numerous academic papers on internet marketing, advertising, and marketing education.