Strauss J., Frost R. E-Marketing

7th Edition. – Pearson Education, 2014. – 498 p. – ISBN: 0132953447.Directed primarily toward students taking a course on Marketing in the Internet, this text also teaches professional marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today's Internet- and social media-driven marketing environment. With a focus on the Internet and other technologies that have had a profound effect on how marketing is approached today, the book updates traditional marketing coverage with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective.E-Marketing in Context.
Past, Present, and Future.
Strategic E-Marketing and Performance Metrics.
The E-Marketing Plan.
E-Marketing Environment.
Global E-Markets 3.0.
Ethical and Legal Issues.
E-Marketing Strategy.
E-Marketing Research.
Connected Consumers Online.
Targeting, Differentiation, and Positioning Strategies.
E-Marketing Management.
Product: The Online Offer.
Price: The Online Value.
The Internet for Distribution.
E-Marketing Communication: Owned Media.
E-Marketing Communication: Paid Media.
E-Marketing Communication: Earned Media.
Customer Relationship Management.