E-marketing

Front Cover
Pearson/Prentice Hall, 2006 - Business & Economics - 456 pages
0 Reviews
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. A five-part organization covers e-marketing in context, e-marketing environment, e-marketing strategy, e-marketing management, and a global perspective on e-marketing. Special topics include competitive strategies, e-marketing strategy development, marketing planning, and performance metrics; and coverage of cutting edge strategies beyond the Web--m-marketing (mobile), databases and analysis techniques, point of purchase scanning, and more. For an e-understanding of marketing and business.

From inside the book

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

EMARKETING IN CONTEXT
1
Strategic EMarketing
21
The EMarketing Plan
44
Copyright

26 other sections not shown

Other editions - View all

Common terms and phrases

Bibliographic information