E-Marketing (8 Ed.) | 誠品線上

E-Marketing (8 Ed.)

內容簡介

內容簡介 E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to ``think like a marketer.'' The book connects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own online behavior. ``Success stories,'' ``trend impact,'' and ``let's get technical'' boxes, as well as online activities at the end of each chapter provide students with everything they need to be successful in creating and executing a winning digital marketing strategy.

作者介紹

作者介紹 ■作者簡介Raymond Frost現職：Ohio UniversityAlexa K. Fox現職：The University of AkronJudy Strauss現職：University of Nevada-Reno

產品目錄

產品目錄 PART I: E-MARKETING IN CONTEXTCh 1 Past, Present, and FutureCh 2 Strategic E-Marketing and Performance MetricsCh 3 The E-Marketing PlanPART II: E-MARKETING ENVIRONMENTCh 4 Global E-Marketing 3.0Ch 5 Ethical and Legal IssuesPART III: E-MARKETING STRATEGYCh 6 E-Marketing ResearchCh 7 Consumer Behavior OnlineCh 8 Segmentation, Targeting, Differentiation, and Positioning StrategiesPART IV: E-MARKETING MANAGEMENTCh 9 Product: The Online OfferCh10 Price: The Online ValueCh11 The Internet for DistributionCh12 E-Marketing Communication: Owned MediaCh13 E-Marketing Communication: Paid MediaCh14 E-Marketing Communication: Earned MediaCh15 Customer Relationship Management

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