Title:
Electronic marketing : integrating electronic resources into the marketing process
Personal Author:
Edition:
2nd ed.
Publication Information:
Mason, OH : South-Western College Pub., 2004
Physical Description:
xx, 570 p. : ill. ; 28 cm.
ISBN:
9780324175950
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010201436 | HF5415.1265 R44 2004 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
This innovative and exciting new edition of Electronic Marketing combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability of electronic marketing resources. Electronic Marketing is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process.
Table of Contents
| Part I The Concepts of Electronic Marketing |
| 1 Introduction tothe Resources of Electronic Marketing |
| 2 Concept of Electronic Commerce and the Traditional Marketing Process |
| 3 Marketing Planning Stage for Online Activities |
| 4 The Actions of Marketing Implementation |
| PART II Integrating Electronic Marketing Resources |
| 5 An Introduction to the Internet |
| 6 Concept of the Virtual Store for Marketing Products and Services |
| 7 The Tools of Electronic Marketing Resources |
| 8 Segmenting and Analyzing the Target Market |
| 9 Integrating the Promotional Mix |
| Part III Implementing the E-commerce Strategy |
| 10 Using the Internet |
| 11 Web Page Design |
| 12 CapturingCustomer Profiles and Data Management |
| 13 Considerations forOngoing Customer Communications |
| Part IV Integrating Themarketing and E-commerce Concept |
| 14 Establishing and Promotinga Virtual Store |
| 15 Security on the E-Commerce Site |
| Part V Special Topics |
| 16 Considerations for E-Business Situations |
| 17 The Edge of Business-to-Business Activities |
| 18 Implications to theInternational Marketing Program |
| 19 The Ethics of ElectronicMarketing |
| 20 The Future of Electronic Marketing Resources |
