E-marketing
著者
書誌事項
E-marketing
Pearson/Prentice Hall, c2006
4th ed., International ed
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注記
Includes bibliographical references (p. 431-438) and index
内容説明・目次
内容説明
For courses in Electronic Marketing and Internet Business.
This 4th edition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business models that add customer value, build customer relationships, and increase company profitability. Stressing product, pricing, distribution, and promotion, the authors have tightened their presentation by using a strategic perspective and giving many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed.
目次
I. E-MARKETING IN CONTEXT.
1. Convergence.
2. Strategic E-Marketing.
3. The E-Marketing Plan.
II. E-MARKETING ENVIRONMENT.
4. Global Markets.
5. Ethical and Legal Issues.
III. E-MARKETING STRATEGY.
6. Marketing Knowledge.
7. Consumer Behavior.
8. Segmentation And Targeting Strategies.
9. Differentiation and Positioning Strategies.
IV. E-MARKETING MANAGEMENT.
10. Product.
11. Price.
12. The Internet for Distribution.
13. E-Marketing Communication.
14. Customer Relationship Management.
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