E-marketing. /
Judy Strauss and Raymond Frost.
- 6th ed.
- Upper Saddle River : Pearson Education Inc., 2012.
- xxi, 426 p. : ill. ; 23 cm.
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.