Electronic marketing : integrating electronic resources into the marketing process
著者
書誌事項
Electronic marketing : integrating electronic resources into the marketing process
（The Dryden Press series in marketing）
The Dryden Press : Harcourt College Publishers, c2000
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注記
Includes index
内容説明・目次
内容説明
This innovative and exciting first edition combines the traditional proven marketing process of situation analysis, marketing planning and marketing implementation to introduce the enhanced speed, accuracy, and targetability of electronic marketing resources. This is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process. The text builds on the intense interest surrounding the evolving field of Internet Marketing while recognising that the Internet is only one communication channel among many. Cases on the site objectives and development from innovative and high-recognition companies such as Bayer, IBM, and Disney, expose students to today's electronic marketing strategic and tactical environment. Features: * Cases on site development from innovative companies such as Pepsi, Dannon, Bayer, and Oracle expose students to today's electronic marketing and communications environment, enhancing interest and understanding. * "Vision" boxes on future issues such as ethics, cookies, caching sites, invisible trademarks, and other conceptual controversies reflect the text's timeliness and its authors' expertise.
* Interview boxes with online strategists, artists, audio specialists, and war stories of both successes and failures among on line practitioners will bring home the ideas that are being presented in this book. * Key terms are defined and additional Internet resources are referenced as examples to reinforce the information being provided.
目次
Part I: The Concepts of Electronic Marketing. Introduction to the Resources of EM. The Concept of Electronic Commerce and the Traditional Marketing Process. Marketing Planning Stage for Online Activities. The Actions of Marketing Implementation. An Introduction to the Internet. The Concept of the "Virtual Store" for Marketing Products and Services. Part II: Integrating Electronic Marketing Resources. The Tools of EM Resources. Segmenting and Analysing the Target Market. Integrating the Promotional Mix. Using the Internet. Web page Design. Capturing Customer Profiles and Data Management. Considerations for Ongoing Customer Communications. Part III: Implementing Your EC Concept. Establishing and Promoting the "Virtual Storefront". Part IV: Special Topics. Special Opportunities for Business or Business Commerce. Implications for International Marketing Programmes. The Ethics of Electronic Marketing. The Future of Electronic Resources.
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