TY  - BOOK
AU  - Frost, Raymond
AU  - Fox, Alexa K.  
AU  - Strauss, Judy 
TI  - E-marketing
SN  - 9781138731363
U1  - 658.872 
PY  - 2019///
CY  - New York
PB  - Routledge/Taylor & Francis
N1  - 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
ER  -