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Table of contents: 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
Product Detail: Language: English
ISBN-10: 0132953447
ISBN-13: 978-0132953443
ISBN-13: 9780132953443
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