E-marketing. / Judy Strauss and Raymond Frost.
Material type:
TextPublication details: Upper Saddle River : Pearson Education Inc., 2014.Edition: 7th edDescription: 496 p. : illISBN: - 9781292000411
- 1292000414
- HF5415.1265.S77
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF6415.1265.S77(7e) (Browse shelf(Opens below)) | Available | K/999/999/19 |
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: Global e-markets -- Ethical and legal issues -- Part 3: E-marketing strategy: E-marketing research -- Connected consumer 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: owned media -- E-marketing communication: paid media -- E-marketing communication: earned media -- Customer relationship management.
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