E-marketing - Strauss, Judy; Frost, Raymond (Boston Pearson, 2016)
Past, present, and future -- Strategic e-marketing and performance metrics -- The e-marketing plan -- Global e-marketing 3.0 -- Ethical and legal issues -- E-marketing research -- Consumer behavior online -- Segmentation, targeting, differentiation, and positioning strategies -- Product : the online offer -- Price : the online value -- The internet for distribution -- E-marketing communication : owned media -- E-marketing communication : paid media -- E-marketing communication : earned media -- Customer relationship management
Includes bibliographical references (pages 462-469) and index
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Keywords: Internet marketing