Electronic marketing

Integrating electronic resources into the marketing process

Joel Reedy, Shauna Schullo

592 pages, parution le 07/08/2003 (2^eme édition)

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Résumé

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.

Benefits:

E-Marketing Case History: Integrated throughout the text, "E-Marketing Case History" includes examples of real companies using electronic solutions to solve marketing and communications dilemmas.
E-Marketing in Action: These features provide examples of real companies using the Internet or electronic resources to enhance company marketing and communications.
Now You Know: These boxes integrated throughout the text provide readers with information concerning issues such as netiquette, tips on gathering information from the Internet, checklists for developing virtual storefronts, keys to building successful Web sites, hackers, and protecting customer privacy.
New Chapter 17: New to the second edition, "The Edge of Business-to-Business Activities" discusses how Business-to-Business firms are getting involved in the Internet and using it to conduct their business. It discusses some of the advantages and disadvantages of doing business online, converting traditional business practices to e-business, e-business growth, and what kind of impact it will bring to the economy.
Up-to-Date: The text has been updated to reflect new technology innovations. Also. all of the figures in the text have been either updated or replaced.
Margin Definitions: Key terms are now pulled out and defined in the margins so that readers identify and can comprehend the key terms throughout the text. A glossary is also included in the book.
Instructor's Resource CD-ROM (IRCD): The IRCD contains all of the texts supplements in one easy-to-find location. The IRCD contains the instructor's manual and test bank.

The concepts of electronic marketing
- Introduction to the Resources of Electronic Marketing
- Concept of Electronic Commerce and the Traditional Marketing Process
- Marketing Planning Stage for Online Activities
- The Actions of Marketing Implementation
Integrating electronic marketing resources
- An Introduction to the Internet
- Concept of the Virtual Store for Marketing Products and Services
- The Tools of Electronic Marketing Resources
- Segmenting and Analyzing the Target Market
- Integrating the Promotional Mix
Implementing the e-commerce strategy
- Using the Internet
- Web Page Design
- Capturing Customer Profiles and Data Management
- Considerations for Ongoing Customer Communications
Integrating the marketing and e-commerce concept
- Establishing and Promoting a Virtual Store
- Security on the E-Commerce Site
Special topics
- Considerations for E-Business Situations
- The Edge of Business-to-Business Activities
- Implications to the International Marketing Program
- The Ethics of Electronic Marketing
- The Future of Electronic Marketing Resources
Appendices
Glossary
Index

Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	Joel Reedy, Shauna Schullo
Parution	07/08/2003
Édition	2^eme édition
Nb. de pages	592
Format	21,5 x 27,5
Couverture	Broché
Poids	1195g
Intérieur	Noir et Blanc
EAN13	9780324175950
ISBN13	978-0-324-17595-0