The 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.
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Strategic EMarketing and Performance Metrics
The EMarketing Plan
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activities advertising allows Amazon Amazon.com Balanced Scorecard behavior beneﬁts blogs brand buyers cell phone channel Chapter communication competitive connection consumers cookies costs countries create credit card customer relationship customer relationship management data mining database deﬁned developed differentiation DoubleClick e-business e-business models e-commerce e-mail e-marketing plan e-marketing strategy e—business eBay efﬁcient electronic emerging economies ethical example Exhibit Facebook ﬁles ﬁnd ﬁrm’s ﬁrms ﬁrst global goals Google groups important increase individual industry information technology internet users iPhone marketing marketing mix messages Microsoft million mobile phone off-line offers online retailers percent performance metrics perspective proﬁle proﬁts purchase revenue search engines segments selling semantic Web social media social networking spam speciﬁc sumers supply chain survey target television tion Tivo transactions visitors Web analytics Yahoo YouTube