E-marketing
著者
書誌事項
E-marketing
Prentice Hall, c2001
2nd ed.
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注記
Updated ed. of: Marketing on the Internet. 1999
Includes bibliographical references and index
内容説明・目次
内容説明
For undergraduate courses in Internet marketing, e-commerce, e-business, and digital and electronic marketing. This book discusses the necessary tools in the dynamic field of eMarketing. *NEW - Up-to-date statistics, case histories, and strategies. *NEW - Internet technologies From marketing management perspective Chapter 9. *NEW - E-business models: Looks at how existing business models have been adapted to the Internet and discusses new business models unique to the Web. *NEW - Offline technologies Focuses on marketing practices based on Internet technologies. Introduces offline e-marketing applications, e.g., bar code scanners and uses of electronic databases for customer acquisition and retention. *NEW - Ethics and law: An entire chapter. *NEW - Technology issues: Uses diagrams, analogies and clear explanations to explain how technologies such as targeted advertising, relationship marketing, and content filtering actually work. *NEW - Changing practices. *NEW - Global orientation: Includes first-hand accounts of Internet adoption abroad.
目次
1. Introduction. 2. Internet User Characteristics and Behavior. 3. Marketing Knowledge. 4. Product and Pricing. 5. Distribution. 6. e-Marketing Communication. 7. Customer Relationship Management. 8. The e-Marketing Plan. 9. Leveraging Technology. 10. Ethics and Law.
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