E-marketing / Raymond Frost, Alexa K. Fox and Judy Strauss.
Material type:
TextPublication details: New York : Routledge/Taylor & Francis , c2019.Edition: 8th edDescription: vii, 444p. : ill. ; 26 cmISBN: - 9781138731363
- 658.872 FRO
| Item type | Current library | Call number | Status | Barcode | |
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Books
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CPGS | 658.872 FRO;8 (Browse shelf(Opens below)) | Available | CPGS5733 |
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.
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