E-Marketing

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This popular book on e-marketing offers traditional marketing coverage with focus on the Internet and other technologies that have had a profound effect on marketing. It elaborates on the e-marketing planning and marketing mix topics from a strategic perspective. New to this edition: New chapter on engaging customers with social media. Extensive discussion on buying social media ads; using individual targeting with widgets and engaging social network users with ads. Extensive updation of the topic statistics about internet use and strategy effectiveness. About The Author Judy Strauss, Associate Professor of Marketing, University of Nevada, Reno. Raymond Frost, Professor of Management Information Systems, Ohio University. Table Of Contents Preface

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s Part 1 E-Marketing in Context Chapter 1 Past, Present, and Future Chapter 2 Strategic E-Marketing and Performance Metrics Chapter 3 The E-Marketing Plan Part 2 E-Marketing Environment Chapter 4 Building Inclusive E-Markets Chapter 5 Ethical and Legal Issues Part 3 E-Marketing Strategy Chapter 6 E-Marketing Research Chapter 7 Consumer Behavior Online Chapter 8 Segmentation, Targeting, Differentiation, and Positioning Strategies Part 4 E-Marketing Management Chapter 9 Product: The Online Offer Chapter 10 Price: The Online Value Chapter 11 The Internet for Distribution Chapter 12 E-Marketing Communication Tools Chapter 13 Engaging Customers with Social Media Chapter 14 Buying Digital Media Space Chapter 15 Customer Relationship Management Appendix A lnternet Penetration Worldwide as of April 30, 2010 Appendix B Glossary Appendix C References Index