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E-marketing (M-PIE) 7/E

的圖書
E-marketing (M-PIE) E-marketing (M-PIE)

作者:StraussFrost 
出版社:華泰文化
出版日期:2014-04-01
語言:英文   
圖書選購
型式價格供應商所屬目錄
 
$ 1147
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高等教育
圖書介紹 - 資料來源:博客來   評分:
圖書名稱:E-marketing (M-PIE) 7/E

內容簡介

  1.Marketing concept grounding:In each chapter the authors structure material around a principle of marketing framework and then tell how the internet changed the structure or practices. This technique provides a bridge from previously learned material and presents it in a framework for easier learning. In addition, as things change on the internet, students will understand the new ideas based on underlying concepts. Although social media has really disrupted the marketing field, the basic processes remain the same (e.g., understanding markets through research and developing products that add value).

  2.Learning objectives:Each chapter begins with a list of objectives that, after studying the chapter, students should be able to accomplish.

  3.Best practices from real companies:A company success story starts each chapter. New case histories for this edition offer current examples of firms that do it right.

  4.Graphical frameworks in each chapter:The authors created unique e-marketing visual models to show how each chapter fits among other chapters in the entire part. In addition, several chapters feature models for within-chapter understanding.

  5.Chapter summaries:Each chapter ends with a summary of its contents.

  6.Key terms:These terms are set in bold text within the chapter to signal their importance and Appendix B is a complete glossary.

  7.Review and discussion questions:Questions at the chapter end will help studnets refresh and think more deeply about the material.

  8.Web activities:To help students engage in the material, the authors have included several activities and internet exercises at the end of each chapter.

  9.Appendices:Internet adoption statistics, a thorough glossary, and book references.
 

作者介紹

作者簡介

Judy Strauss


  現職:University of Nevada - Reno

Raymond Frost

  現職:Ohio University
 

目錄

PART I E-MARKETING IN CONTEXT
Ch 1 Past, Present, and Future
Ch 2 Strategic E-Marketing and Performance Metrics
Ch 3 The E-Marketing Plan

PART II E-MARKETING ENVIRONMENT
Ch 4 Global E-Marketing 3.0*
Ch 5 Ethical and Legal Issues*

PART III E-MARKETING STRATEGY
Ch 6 E-Marketing Research
Ch 7 Consumer Behavior Online
Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies

PART IV E-MARKETING MANAGEMENT
Ch 9 Product: The Online Offer
Ch10 Price: The Online Value
Ch11 The Internet for Distribution
Ch12 E-Marketing Communication: Owned Media
Ch13 E-Marketing Communication: Paid Media
Ch14 E-Marketing Communication: Earned Media
Ch15 Customer Relationship Management
 

詳細資料

  • ISBN:9781292000411
  • 叢書系列: 網路行銷、電子商務
  • 規格:平裝 / 496頁 / 普通級 / 單色印刷 / 7版
  • 出版地:台灣
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