Pearson/Prentice Hall, 2006 - Business & Economics - 456 pages
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.
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EMARKETING IN CONTEXT
The EMarketing Plan
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advertising allows Amazon Amazon.com auctions Balanced Scorecard behavior benefits brand brick-and-mortar build buyers cell phone Chapter collaborative filtering competitive comScore consumers costs countries coupons create credit card customer relationship management customer service data mining database differentiation distribution channel DoubleClick e-business e-business models e-commerce e-mail e-marketing plan electronic emerging economies example Exhibit firm's firms global goal groups important increase individual information technology instant messaging interactive Internet users marketing communication marketing mix marketing strategy messages metrics Microsoft million offers offline online retailers percent permission marketing profits purchase relationship marketing revenue RFID search engines segments sellers selling server shopping agents spam Sprint PCS sumers suppliers supply chain target television tion TiVo tomers transactions user's viral marketing visitors wireless Yahoo