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E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to ``think like a marketer.''
The book connects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own online behavior.
``Success stories,'' ``trend impact,'' and ``let's get technical'' boxes, as well as online activities at the end of each chapter provide students with everything they need to be successful in creating and executing a winning digital marketing strategy.
作者簡介
Raymond Frost
現職：Ohio University
Alexa K. Fox
現職：The University of Akron
Judy Strauss
現職：University of Nevada-Reno
PART I: E-MARKETING IN CONTEXT
Ch 1 Past, Present, and Future
Ch 2 Strategic E-Marketing and Performance Metrics
Ch 3 The E-Marketing Plan
PART II: E-MARKETING ENVIRONMENT
Ch 4 Global E-Marketing 3.0
Ch 5 Ethical and Legal Issues
PART III: E-MARKETING STRATEGY
Ch 6 E-Marketing Research
Ch 7 Consumer Behavior Online
Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies
PART IV: E-MARKETING MANAGEMENT
Ch 9 Product: The Online Offer
Ch10 Price: The Online Value
Ch11 The Internet for Distribution
Ch12 E-Marketing Communication: Owned Media
Ch13 E-Marketing Communication: Paid Media
Ch14 E-Marketing Communication: Earned Media
Ch15 Customer Relationship Management
