E-marketing /
Frost, Raymond
E-marketing / Raymond Frost, Alexa K. Fox and Judy Strauss. - 8th ed. - New York : Routledge/Taylor & Francis , c2019. - vii, 444p. : ill. ; 26 cm.
Includes bibliographical references and index.
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-marketing 3.0 -- 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: owned media -- E-marketing communication: paid media -- E-marketing communication: earned media -- Customer relationship management.
9781138731363
658.872 / FRO
E-marketing / Raymond Frost, Alexa K. Fox and Judy Strauss. - 8th ed. - New York : Routledge/Taylor & Francis , c2019. - vii, 444p. : ill. ; 26 cm.
Includes bibliographical references and index.
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-marketing 3.0 -- 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: owned media -- E-marketing communication: paid media -- E-marketing communication: earned media -- Customer relationship management.
9781138731363
658.872 / FRO