E-marketing
Author: Strauss, Judy ; El-Ansary, Adel I. ; Frost, RaymondPublisher: Pearson , 2006. ; Prentice Hall, 2006.Edition: International 4th ed.Language: EnglishDescription: 456 p. : Graphs ; 24 cm.ISBN: 0131969021Type of document: BookBibliography/Index: Includes bibliographical references and index and glossary
Includes bibliographical references and index and glossary
Digitized
E-Marketing Brief Contents Preface xv PART I: E-MARKETING IN CONTEXT Chapter 1 Convergence 1 Chapter 2 Strategic E-Marketing Chapter 3 The E-Marketing Plan 1 21 44 61 End of Part I E-Marketing in Context PART II: E-MARKETING ENVIRONMENT Chapter 4 Global Markets 68 Chapter 5 Ethical and Legal Issues End of Part II E-Marketing Environment 68 99 127 PART III: E-MARKETING STRATEGY Chapter 6 Marketing Knowledge Chapter 7 Consumer Behavior 135 135 169 189 215 Chapter 8 Segmentation and Targeting Strategies Chapter 9 Differentiation and Positioning Strategies End of Part III E-Marketing Strategy 229 PART IV: E-MARKETING MANAGEMENT 240 Chapter 10 Product Chapter 11 Price 240 262 285 Chapter 12 The Internet for Distribution Chapter 13 E-Marketing Communication 314 357 Chapter 14 Customer Relationship Management End of Part IV E-Marketing Management 393 Appendix A Internet Penetration Worldwide in 2004 Appendix B Glossary Appendix C References Index 439 413 431 408
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