Lee Yan Fong Library

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Strauss, Judy.

E-marketing / Judy Strauss, Raymond Frost. - 6th ed. - Boston : Pearson/Prentice Hall, c2012. - xxi, 426 p. : ill. ; 24 cm.

Includes bibliographical references (403-407) and index.

E-marketing in context -- past, present, and future -- Strategic E-marketing and performance metrics -- The E-marketing plan -- E-marketing environment -- Building inclusive E-markets -- Ethical and legal issues -- E-marketing strategy -- E-marketing research -- Consumer behavior online -- Segmentation, targeting, differentiation, and positioning strategies -- E-marketing management -- Product: the online offer -- Price: the online value -- The Internet for distribution -- E-marketing communication tools -- Engaging customers and social media -- Buying digital media space -- Customer relationship management.

ISBN: 9780132147552 0132147556

LCCN: 2011008018

Subjects--Topical Terms:
Internet marketing.

LC Class. No.: HF5415.1265 / S774 2012

Dewey Class. No.: 658.8/72