E-marketing : theory and application
"A mix of academic rigor and practical application combining a strong theoretical framework from the academic peer reviewed literature with contemporary developments in internet technology, and their application to the e-marketing environment. Topics include consumer behavior, value creation, m...
| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Houndmills, Basingstoke, Hampshire ; New York :
Palgrave Macmillan ,
c2011
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| Subjects: | |
| Online Access: | Cover image |
Table of Contents:
- 1. Introduction to e-marketing
- 2. Foundations of e-marketing
- 3. E-marketing strategies
- 4. E-marketing planning
- 5. Online consumer behavior
- 6. Creation, delivery and exchange of value offerings
- 7. Branding and promotion
- 8. Services and relationship marketing
- 9. Community and networks
- 10. Implementation
- 11. Applications of e-marketing
- 12. Social media
- 13. M-commerce
- 14. Beyond the web
- 15. Social impact