E-Marketing, 7e

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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

Download: E-Marketing - Judy Strauss.pdf (32.33 MB)

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