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E-Marketing by Judy Strauss and Raymond Frost

By: Strauss, Judy.
Contributor(s): Frost, Raymond.
Material type: materialTypeLabelBookPublisher: Oxon Routledge 2014Edition: 7th ed.Description: 480p.ISBN: 9781138228429.Subject(s): Internet MarketingDDC classification: 658.872
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Book Institute of Management
General 658.872 STR (Browse shelf) Available M0033727
Total holds: 0

Part I: E marketing context
1. Past, present, and future
2. Strategic e-marketing and performance metrics
3. The e-marketing plan

Part II: e marketing environment
4. Global e-marketing 3.0
5. Ethical and legal issues

Part III: e marketing research
6. E-marketing research
7. Consumer behavior online
8. Segmentation, targeting, differentiation, and positioning strategies

Part IV: e marketing management
9. Product : the online offer
10. Price : the online value
11. The internet for distribution
12. E-marketing communication : owned media
13. E-marketing communication : paid media
14. E-marketing communication : earned media
15. Customer relationship management

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