E-marketing
著者
書誌事項
E-marketing
Prentice Hall, c2003
3rd ed
- international ed
大学図書館所蔵 件 / 全10件
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
For undergraduate courses in Internet Marketing, E-Commerce, or E-Business.
This best-selling book is unique in that it parallels the organization of an introductory marketing textbook, but it explores key marketing concepts in the context of today's digital/Internet environment. It fills the gap for those who have found Internet Marketing books suffer from too much "E" and not enough marketing or are too narrowly or technically focused on e-commerce.
目次
E-MARKETING IN CONTEXT.
1. The Big Picture.
2. Strategic E-Marketing.
3. The E-Marketing Plan.
E-MARKETING ENVIRONMENT.
4. Leveraging Technology.
5. Ethical and Legal Issues.
E-MARKETING STRATEGY.
6. Marketing Knowledge.
7. Customer Behavior.
8. Targeting Market Segments and Communities.
9. Differentiation and Positioning Strategies.
E-MARKETING MANAGEMENT.
10. Product.
11. Price.
12. The Internet for Distribution.
13. E-Marketing Communication.
14. Customer Relationship Management.
GLOBAL PERSPECTIVE.
15. E-Marketing in Emerging Economies.
16. Country Profiles From the Six Continents.
「Nielsen BookData」 より
