For courses in electronic marketing or e business. Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.
Preface Part I: E-Marketing in Context Chapter 1: Past, Present, and Future Chapter 2: Strategic E-Marketing and Performance Metrics Chapter 3: The E-Marketing Plan Part II: E-Marketing Environment Chapter 4: A World of E-Marketing Opportunities Chapter 5: Ethical and Legal Issues Part III: E-Marketing Strategy Chapter 6: E-Marketing Research Chapter 7: Consumer Behavior Online Chapter 8: Segmentation And Targeting Strategies Chapter 9: Differentiation and Positioning Strategies Part IV: E-Marketing Management Chapter 10: Product: The Online Offer Chapter 11: Pricing: The Online Value Chapter 12: The Internet for Distribution Chapter 13: E-Marketing Communication Tools Chapter 14: New Digital Media Chapter 15: Customer Relationship Management Appendix A Internet Penetration Worldwide in 2007 Appendix B 50 Social Media Sites Every Marketer Needs Appendix C Glossary Appendix D References Index