E-Marketing : Theory and Application
Stephen. Dann
Bok Engelsk 2011 · Electronic books.
| Annen tittel | |
|---|---|
| Utgitt | : : Palgrave Macmillan Ltd., , 2011.
|
| Omfang | 1 online resource (497 p.)
|
| Opplysninger | Description based upon print version of record.. - Cover; Contents; List of figures and tables; Preface; Acknowledgements; About the authors; Section 1 Background and planning; 1 Introduction to e-marketing; Learning objectives; Welcome; Marketing with an e; I can't believe it's not e-marketing; Defining e-commerce; The Internet; Network of networks (infrastructure + exchange); Virtual geography (infrastructure + environment); Virtual economy (interaction + environment); A brief history of the Internet; The parameters of the book; Conclusion; References; 2 Foundations of e-marketing; Learning objectives; Introduction; Marketing. - Communications of offerings that have valueCommunicating online using the promotional mix; Principles and tactics; The communication checklist; Conclusion; References; 8 Services and relationship marketing; Learning objectives; Introduction; Services marketing; Relationship marketing; Conclusion; References; 9 Community and networks; Learning objectives; Introduction; Cybercommunity; Fitting community into e-marketing and e-marketing into communities; Planning for community; Conclusion; References; 10 Implementation; Learning objectives; Introduction; Implementation. - Core concepts refresherFeatures of the e-marketing environment; Business considerations for e-marketing; Unique e-marketing issues; Conclusion; References; 3 e-marketing strategies; Learning objectives; Introduction; Big picture strategies; Objectives and goals; Segmentation; Positioning; Conclusion; References; 4 e-marketing planning; Learning objectives; Introduction; Purpose, nature and point of planning; Step 1: Where are we now?; Step 2: Where do we want to go?; Step 3: How do we get there?; Where should we end up?; Reporting and documenting: it's all part of the plan; Conclusion. - References5 Online consumer behaviour; Learning objectives; Introduction; Innovation and the Internet; Consumer psychographic characteristics of the Internet; Consuming the Internet - consumer behaviour applications of the Internet; Conclusion; References; Section 2 Principles of e-marketing; 6 Creation, delivery and exchange of value offerings; Learning objectives; Introduction; Value offers and customer requirements; Marketing mix for value creation; Product theory; Distribution; Pricing theory; Conclusion; References; 7 Branding and promotion; Learning objectives; Introduction. - Social media planning process. - e-marketing management technology: the product-market fitTask 1: Define the product-market fit; Task 2: Design the fit; Deliver the fit; Defend the fit (metric); Effective and ineffective e-marketing application; Conclusion; References; Section 3 Applications; 11 Applications of e-marketing; Learning objectives; Introduction; Principles in application: frameworks for classifying the Internet; International and export marketing: putting 'world wide' into the Web; Applications of the Internet; Conclusion; References; 12 Social media; Learning objectives; Introduction; Social media. - Over 30 million online UK customers are just a click away. Using a mix of academic rigour and practical application, the authors introduce the reader to the latest conceptual frameworks, high--impact tools and techniques to develop a winning e-marketing strategy.
|
| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 9780230203969
|
