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e-marketing, International Edition Judy Strauss

e-marketing, International Edition von Judy Strauss

e-marketing, International Edition Judy Strauss

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e-marketing, International Edition Zusammenfassung

e-marketing, International Edition Judy Strauss

For courses in Internet Marketing or E-marketing.

Traditional marketing coverage with an e-marketing twist.

Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing.

This edition reflects the disruption to the marketing field based on social media.


Über Judy Strauss

Judy Strauss is Associate Professor of Marketing at the University of Nevada, Reno. She is an award winning author of 12 books and numerous academic papers in Internet marketing, advertising, and marketing education. Strauss is co-author of the trade book Radically Transparent: Monitoring and Managing Reputations Online, and textbooks Building Effective Web Sites and the E-Marketing Guide. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. She currently teaches undergraduate and M.B.A. courses in marketing communications, Internet marketing, and marketing management and has won two college-wide teaching awards. Strauss earned a doctorate in marketing at Southern Illinois University, and a finance M.B.A. and marketing B.B.A. at University of North Texas. Raymond D. Frost is a Professor of Management Information Systems at Ohio University. He has published scholarly papers in the information systems and marketing fields and is an associate editor of The Journal of Database Management. Frost is co-author of Building Effective Web Sites and the E-Marketing Guide. Dr. Frost teaches database, electronic commerce, and information design courses. He has received Ohio Universitys Presidential, University Professor, College of Business, and Senior Class teaching awards. Dr. Frost is working on publications in data modeling and database pedagogy. He is co-author of a forthcoming book, A Visual Introduction to Database: An E-Business Perspective. Dr. Frost earned a doctorate in business administration and an M.S. in computer science at the University of Miami (Florida), and received his B.A. in philosophy at Swarthmore College.

Inhaltsverzeichnis

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


Zusätzliche Informationen

GOR008355482
9781292000411
1292000414
e-marketing, International Edition Judy Strauss
Judy Strauss
Gebraucht - Sehr Gut
Broschiert
Pearson Education Limited
2013-09-18
496
N/A
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