000			01316nam a22002297a 4500
003			OSt
005			20230130145111.0
008			230130b ||||| |||| 00| 0 eng d
020			_a9781138731363
040			_cCPGS
082			_a658.872 _bFRO
100			_aFrost, Raymond _99502
245			_aE-marketing / _cRaymond Frost, Alexa K. Fox and Judy Strauss.
250			_a8th ed.
260			_aNew York : _bRoutledge/Taylor & Francis , _cc2019.
300			_avii, 444p. : _bill. ; _c26 cm.
504			_aIncludes bibliographical references and index.
505			_aPart 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.
700			_aFox, Alexa K. _99503
700			_aStrauss, Judy _99504
942			_2ddc _cBK
999			_c5453 _d5453