E-marketingThe 5th edition of "E-Marketing" treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability. Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed. For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference. |
Contents
Strategic EMarketing and Performance Metrics | 23 |
The EMarketing Plan | 44 |
A World of EMarketing Opportunities | 61 |
Copyright | |
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advertising allows Amazon Amazon.com auction automated behavior benefits blogs brand brick-and-mortar build buyers cell phone Chapter competitive consumers costs countries create credit card customer relationship customer relationship management customer service data mining database developed differentiation distribution channel e-business e-business models e-commerce e-mail e-marketing e-marketing plan e-marketing strategy eBay electronic Email Marketing emerging economies example Exhibit Facebook firm's firms global goals Google groups important increase individual internet users iPhone LinkedIn marketing communication marketing mix messages metrics Microsoft million mobile MySimon off-line offers online retailers percent profits purchase rates revenue RFID search engines segments sellers selling server shopping agents social media social networking Source spam sumers suppliers supply chain television tion transactions TripAdvisor user's visitors Web analytics Yahoo YouTube