E-MARKETING

E-MARKETING

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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 Onli...

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Bibliographic Details
Main Author: Strauss, Judy (Author)
Other Authors: Frost, Raymond
Format: Book Chapter
Language:English
Published: New York, NY Routledge 2019
Edition:Eighth edition
Subjects:
Internet marketing
Online Access:Click Here to View Status and Holdings.
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Description
Summary: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 StrategiesPart 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
Physical Description:vii, 444 pages illustrations 24 cm
Bibliography:Includes bibliographical references and index
ISBN:9781138731363

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