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文件名:  E-Marketing - Judy Strauss.pdf
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E-Marketing, 7/E

Judy Strauss, Raymond Frost
ISBN-10: 0132953447 • ISBN-13: 9780132953443
©2014 • Prentice Hall • 496 pp
Published 07/11/2013

This book teaches marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today’s Internet- and social media-driven marketing environment. It brings traditional marketing coverage up-to-date with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective. The focus is on the Internet and other technologies that have had a profound effect on how marketing is approached today. Included is coverage of marketing planning; legal and global environments; e-marketing strategy; and marketing mix and customer relationship management strategy and implementation issues.

A major revision, this Seventh Edition reflects the disruption to the marketing field brought about by social media. As such it covers many new topics that represent the changes in e-marketing practice in the past two years. Because of the ever-changing landscape of the Internet, the authors suggest reading this book, studying the material, and then going online to learn more about topics of interest.

Table of Contents



PART I. E-MARKETING IN CONTEXT

1. Past, Present, and Future

2. Strategic E-Marketing and Performance Metrics

3. The E-Marketing Plan


PART II. E-MARKETING ENVIRONMENT

4. Global E-Marketing 3.0*

5. Ethical and Legal Issues*


PART III. E-MARKETING STRATEGY

6. E-Marketing Research

7. Consumer Behavior Online

8. Segmentation, Targeting, Differentiation, and Positioning Strategies


PART IV. E-MARKETING MANAGEMENT

9. Product: The Online Offer

10. Price: The Online Value

11. The Internet for Distribution

12. E-Marketing Communication: Owned Media

13. E-Marketing Communication: Paid Media

14. E-Marketing Communication: Earned Media

15. Customer Relationship Management


Appendix A. Internet Penetration Worldwide as of December 31, 2011

Appendix B. Glossary

Appendix C. References



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