E-Marketing:International EditionDescription |
For courses in electronic marketing or e business.
Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.
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Features |
For courses in electronic marketing or e business.
Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.
Each chapter is built around theprinciples of marketing--stressing product, pricing, distribution, and promotion--providing students with a familiar framework for learning how the Internet has affected marketing.
Coverage of current topics: blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed.
A graphical framework, in each chapter, shows the relationship between the material in the chapter and other concepts in the same part, helping students make connections.
OTHER TOPICS OF DISTINCTION
NEW! Chapter and Appendices on Social Media keep students up-to-date with this cutting-edge topic in e-marketing.
UPDATED. Chapter opening vignettes examine how real companies are using the Internet for marketing allowing students to see how the concepts they are learning are put into practice.
UPDATED. Let's Get Technical boxes reveal how businesses have capitalized on technological innovations; demystify technology concepts by explaining them in simple terms; demonstrate the tradeoffs that are implicit in most product innovations; and demonstrate that the best technology does not always win--good marketing is the key to success.Armed with these insights, marketing students can begin to cut through the fog of techno-babble and focus on what is important to businesses.
Web activities allow student to engage in learning by actually doing activities on the Internet.
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New to this Edition |
NEW! Chapter and Appendices on Social Media keep students up-to-date with this cutting-edge topic in e-marketing.
UPDATED. Chapter opening vignettes examine how real companies are using the Internet for marketing allowing students to see how the concepts they are learning are put into practice.
UPDATED. Let's Get Technical boxes reveal how businesses have capitalized on technological innovations; demystify technology concepts by explaining them in simple terms; demonstrate the tradeoffs that are implicit in most product innovations; and demonstrate that the best technology does not always win--good marketing is the key to success.Armed with these insights, marketing students can begin to cut through the fog of techno-babble and focus on what is important to businesses.
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Table of Contents |
Preface Part I: E-Marketing in Context Chapter 1: Past, Present, and Future
Chapter 2: Strategic E-Marketing and Performance Metrics Chapter 3: The E-Marketing Plan Part II: E-Marketing Environment Chapter 4: A World of E-Marketing Opportunities Chapter 5: Ethical and Legal Issues Part III: E-Marketing Strategy Chapter 6: E-Marketing Research Chapter 7: Consumer Behavior Online Chapter 8: Segmentation And Targeting Strategies Chapter 9: Differentiation and Positioning Strategies Part IV: E-Marketing Management Chapter 10: Product: The Online Offer Chapter 11: Pricing: The Online Value Chapter 12: The Internet for Distribution Chapter 13: E-Marketing Communication Tools Chapter 14: New Digital Media Chapter 15: Customer Relationship Management Appendix A Internet Penetration Worldwide in 2007 Appendix B 50 Social Media Sites Every Marketer Needs Appendix C Glossary Appendix D References Index |
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Author |
| <>Judy Strauss and Raymond Frost have collaborated on Web development, academic papers, practitioner seminars, and three books in 11 editions since 1995. They also developed a new course in 1996, “Marketing in Cyberspace.” This book grew out of that course and has significantly evolved along with changes in e-marketing.
Judy Strauss is Associate Professor of Marketing at the University of Nevada, Reno. She is an award winning author of 12 books and numerous academic papers in Internet marketing, advertising, and marketing education. Strauss is co-author of the trade book Radically Transparent: Monitoring and Managing Reputations Online, and textbooks BuildingEffective Web Sites and the E-Marketing Guide. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. She currently teaches undergraduate and M.B.A. courses in marketing communications, Internet marketing, and marketing management and has won two college-wide teaching awards. Strauss earned a doctorate in marketing at Southern Illinois University, and a finance M.B.A. and marketing B.B.A. at University of North Texas. Contact: jstrauss@unr.edu.
Raymond D. Frost is a Professor of Management Information Systems at Ohio University. He has published scholarly papers in the information systems and marketing fields and is an associate editor of The Journal of Database Management. Frost is co-author of Building Effective Web Sites and the E-Marketing Guide. Dr. Frost teaches database, electronic commerce, and information design courses. He has received Ohio University's Presidential, University Professor, College of Business, and Senior Class teaching awards. Dr. Frost is working on publications in data modeling and database pedagogy. He is co-author of a forthcoming book, A Visual Introduction to Database: An E-Business Perspective. Dr. Frost earned a doctorate in business administration and an M.S. in computer science at the University of Miami (Florida), and received his B.A. in philosophy at Swarthmore College. |
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