E-marketing
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River :
Pearson Prentice Hall ,
c2009
|
| Edition: | 5th ed |
| Subjects: | |
| Online Access: | Table of contents only |
Table of Contents:
- 1. Past, present, and future
- 2. Strategic e-marketing and performance metrics
- 3. The e-marketing plan
- 4. A world of e-marketing opportunities
- 5. Ethical and legal issues
- 6. E-marketing research
- 7. Consumer behavior online
- 8. Segmentation and targeting strategies
- 9. Differentiation and positioning strategies
- 10. Product: the online offer
- 11. Pricing: the online value
- 12. The internet for distribution
- 13. E-marketing communication tools
- 14. New Digital Media
- 15. Customer relationship management