E-marketing /
Judy Strauss, Associate Professor of Marketing, University of Nevada, Reno, Raymond Frost, Professor of Management Information Systems, Ohio University.
- Seventh edition.
- xvi, 480 pages : illustrations ; 24 cm
Includes bibliographical references (pages 462-469) and index.
Past, present, and future -- Strategic e-marketing and performance metrics -- The e-marketing plan -- Global e-marketing 3.0 -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation, targeting, differentiation, and positioning strategies -- 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.