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Pearson/Prentice Hall, 2006 - Business & Economics - 456 pages
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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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Strategic EMarketing
The EMarketing Plan

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About the author (2006)

Andy Beal is a consultant and one of the world's most respected experts in online reputation monitoring and management. He has worked with Motorola, Lowe's, Quicken Loans, NBC, GlaxoSmithKline, and SAS. Founder of the award-winning Marketing Pilgrim blog (marketingpilgrim.com), Beal has been featured in "Dow Jones," "Washington Post," and "BusinessWeek," He is a frequent speaker at such trade shows as Search Engine Strategies and Direct Marketing Association, has published more than three dozen articles, and has been featured in "The Wall Street Journal," "Washington Post," and "BusinessWeek,"

Dr. Judy Strauss is a consultant, international speaker, former entrepreneur, and previous marketing director of two companies. She is an award-winning author of 11 books and numerous scholarly articles on internet marketing topics. She coauthored "E-Marketing," the first textbook on internet marketing. She currently teaches e-marketing, communication, and strategy topics to MBA and undergraduate students at the University of Nevada, Reno. She has won numerous awards for teaching, writing, and entrepreneurial activities.

Raymond Frost" is Professor of Management Information Systems at Ohio University. He has published scholarly papers on database management and is an associate editor of "The Journal of Database Management." He currently teaches e-commerce, database, and interdisciplinary courses. Frost earned a doctorate in business administration and an MS in computer science at the University of Miami, and received his BA in philosophy at Swarthmore College. Contact: frostr@ohio.edu.

"Judy Strauss" is Assistant Professor of Marketing at the University of Nevada, Reno. She has published academic papers in Internet marketing, advertising, and marketing education. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. She currently teaches Internet marketing, marketing communications, and marketing management, at both the undergraduate and MBA levels. Strauss earned a doctorate in marketing at Southern Illinois University, and a finance MBA and marketing BBA at University of North Texas. Contact: jstrauss@unr.edu.

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