책 이미지
eBook 미리보기
책 정보
· 제목 : E-marketing (Paperback, 8 New edition)
· 분류 : 외국도서 > 경제경영 > 산업 > 도소매
· ISBN : 9781138731370
· 쪽수 : 444쪽
· 출판일 : 2018-10-12
· 분류 : 외국도서 > 경제경영 > 산업 > 도소매
· ISBN : 9781138731370
· 쪽수 : 444쪽
· 출판일 : 2018-10-12
목차
Part I: E-Marketing in Context
1. Past, Present, and Future
2. Strategic E-Marketing and Performance Metrics
3. The E-Marketing Plan
Part II: E-Marketing Environment
4. Global E-Marketing 3.0
5. Ethical and Legal Issues
Part III: E-Marketing Strategy
6. E-Marketing Research
7. Consumer Behavior Online
8. Segmentation, Targeting, Differentiation, and Positioning Strategies
Part IV: E-Marketing Management
9. Product: The Online Offer
10. Price: The Online Value
11. The Internet for Distribution
12. E-Marketing Communication: Owned Media
13. E-Marketing Communication: Paid Media
14. E-Marketing Communication: Earned Media
15. Customer Relationship Management
Appendix A Internet Penetration Worldwide as of June 30, 2017
Appendix B References
