Strauss, Judy. creator Frost, Raymond. text xxu Upper Saddle River Pearson Education Inc. 2014 7th ed. monographic eng

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496 p. : ill. ; 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. Judy Strauss and Raymond Frost. Includes index. Internet marketing HF5415.1265.S77 9781292000411 1292000414 200312 20211004145935.0