E - Marketing

Details: About the Book: E - Marketing 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. Contents Preface About the Authors 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