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E-Marketing, 7. Auflage von Frost und Strauss, Taschenbuch-
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Artikelmerkmale
- Artikelzustand
- Akzeptabel
- Hinweise des Verkäufers
- Topic
- Marketing
- Narrative Type
- Nonfiction
- ISBN
- 9780132953443
- Subject Area
- Business & Economics
- Publication Name
- E-Marketing
- Publisher
- Routledge
- Item Length
- 9.1 in
- Subject
- Marketing / General, E-Commerce / Internet Marketing
- Publication Year
- 2013
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Height
- 1.1 in
- Item Weight
- 28.9 Oz
- Item Width
- 7.1 in
- Number of Pages
- 496 Pages
Über dieses Produkt
Product Identifiers
Publisher
Routledge
ISBN-10
0132953447
ISBN-13
9780132953443
eBay Product ID (ePID)
168292399
Product Key Features
Number of Pages
496 Pages
Publication Name
E-Marketing
Language
English
Publication Year
2013
Subject
Marketing / General, E-Commerce / Internet Marketing
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
1.1 in
Item Weight
28.9 Oz
Item Length
9.1 in
Item Width
7.1 in
Additional Product Features
Edition Number
7
Intended Audience
College Audience
Dewey Edition
22
Dewey Decimal
658.8/72
Edition Description
Revised edition,New Edition
Table Of Content
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 ldwide as of December 31, 2011 Appendix B. Glossary Appendix C. References
Synopsis
Directed primarily toward students taking a course on Marketing in the Internet, this text also teaches professional 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. With a focus on the Internet and other technologies that have had a profound effect on how marketing is approached today, the book updates traditional marketing coverage with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective., For courses in Internet Marketing or E-marketing 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. Features: Better understanding of new concepts in today s electronic marketplace is accomplished as the book puts that new terminology into traditional marketing frameworks. Readers are encouraged to exercise critical thinking and attention to their own online behavior in order to better understanding the e-marketer s perspective, strategies, and tactics to think like a marketer. Although the focus is on e-marketing in the United States, readers also see a global perspective in the coverage of market developments in both emerging and developed nations. An entire chapter devoted to law and ethics, and contributed by a practicing attorney, updates readers on the latest changes in this critical area. Readers are guided in learning a number of e-marketing concepts with the help of some outstanding pedagogical features: -Marketing concept grounding helps readers make the connection between tradition and today. Material in each chapter is structured around a principle of marketing framework, followed by a look at how the internet has changed the structure or practice, providing an ideal bridge from previously learned material. -Learning objectives set the pace and the goals for the material in each chapter. -Best practices from real companies tell success stories, including new examples of firms doing it right. -Graphical frameworks serve as unique e-marketing visual models illustrating how each chapter fits among others. -Chapter summaries help readers review and refresh the material covered. -Key terms are identified in bold text within the chapter to alert readers to their importance. -Review and discussion questions are another device to be used for refreshing readers understanding of the material in the chapter. -Web activities at the end of each chapter help readers become further involved in the content. -This revision reflects the disruption to the marketing field based on social media. A major revision from the sixth edition, it includes many new topics, as dictated by changes in e-marketing practice in the past two years. -Three important Appendices include internet adoption statistics, a thorough glossary, and book references. NEW. Students get a broader look at social media as it is now integrated throughout the book, instead of confined to one chapter. NEW. A look a new business models continues and strengthens the approach of learning from real life examples. Added and described in detail are such models as social commerce (and Facebook commerce), mobile commerce and mobile marketing, social CRM, crowsourcing, and many important be less pervasive models such as crowfunding, freemium, and flash sales. NEW.Chapters 12, 13 and 14 were completely rewritten to reflect the move f
LC Classification Number
HF5415.1265.S774
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