E-marketing. / Judy Strauss and Raymond Frost.
Material type:
TextPublication details: Upper Saddle River : Pearson Education Inc., 2012.Edition: 6th edDescription: xxi, 426 p. : ill. ; 23 cmISBN: - 9780132147552
- HF5415.1265.S774(6e)
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.1265.S774(6e) (Browse shelf(Opens below)) | 1 | Available | 8633/085/20 | ||||||||||||
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.1265.S7741(6e) (Browse shelf(Opens below)) | 2 | Available | 8634/086/20 |
Includes index.
Contents: Part 1: E-marketing in context: Past, present and future -- Strategic e-marketing and performance metrics -- The e-marketing plan -- Part 2: E-marketing environment: Building inclusive e-markets -- Ethical and legal issues -- Part 3: E-marketing strategy: E-marketing research -- Consumer behavior online -- Segmentation, targeting, differentiation and positioning strategies -- Part 4: E-marketing management: Product: the online offer -- Price: the online value -- The internet for distribution -- E-marketing communication tools -- Engaging customers with social media -- Buying digital media space -- Customer relationship management.
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