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E Marketing Seventh Edition by Judy Strauss 9780132953443 0132953447

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E Marketing Seventh Edition Judy Strauss Digital Instant Download

Author(s): Judy Strauss, Raymond Frost
ISBN(s): 9780132953443, 0132953447
Edition: 7
File Details: PDF, 284.93 MB
Year: 2013
Language: english
SKU: EB-6682892 Category: Tags: ,

E Marketing Seventh Edition by Judy Strauss – Ebook PDF Instant Download/Delivery:9780132953443, 0132953447
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Product details:

ISBN 10: 0132953447
ISBN 13: 9780132953443 
Author: Judy Strauss, Raymond Frost

This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or Author.

E Marketing Seventh Table of contents:

Part 1 E-Marketing in Context

Chapter 1 Past, Present, and Future

  • E-Marketing Landscape

  • What Works?

  • Internet 101

  • E-Marketing Is Bigger than the Web

  • E-Marketing Is Bigger than Technology

  • E-Marketing’s Past: Web 1.0

  • The E Drops from E-Marketing

  • Marketing Implications of Internet Technologies

  • E-Marketing Today: Web 2.0

  • Power Shift from Sellers to Buyers

  • Customer Engagement

  • Content Marketing

  • Inbound Marketing

  • New Technologies

  • Exciting New Technology-Based Strategies

  • Other Opportunities and Challenges in Web 2.0

  • The Future: Web 3.0

  • Semantic Web

  • Stepping Stones to Web 3.0

  • Read on

Chapter 2 Strategic E-Marketing and Performance Metrics

  • Strategic Planning

  • Environment, Strategy, and Performance

  • Strategy

  • From Strategy to Electronic Strategy

  • From Business Models to E-Business Models

  • E-Business Models

  • Value and Revenue

  • Menu of Strategic E-Business Models

  • Performance Metrics Inform Strategy

  • The Balanced Scorecard

  • Four Perspectives

  • Applying the Balanced Scorecard to E-Business and E-Marketing

  • Social Media Performance Metrics

  • Awareness/Exposure Metrics

  • Brand Health Metrics

  • Engagement Metrics

  • Action Metrics

  • Innovation Metrics

  • Measurement Tools

Chapter 3 The E-Marketing Plan

  • Overview of The E-Marketing Planning Process

  • Creating an E-Marketing Plan

  • The Napkin Plan

  • The Venture Capital E-Marketing Plan

  • A Seven-Step E-Marketing Plan

    • Step 1—Situation Analysis

    • Step 2—E-Marketing Strategic Planning

    • Step 3—Objectives

    • Step 4—E-Marketing Strategies

      • The Offer: Product Strategies

      • The Value: Pricing Strategies

      • Distribution Strategies

      • Marketing Communication Strategies

      • Relationship Management Strategies

    • Step 5—Implementation Plan

    • Step 6—Budget

      • Revenue Forecast

      • E-Marketing Costs

    • Step 7—Evaluation Plan

Part 2 E-Marketing Environment

Chapter 4 Global E-Markets 3.0

  • Overview of Global E-Marketing Issues

  • Global Markets

  • Emerging Economies

  • Importance of Information Technology

  • Country and Market Opportunity Analysis

  • Diaspora Communities

  • E-Commerce Payment and Trust Issues

  • Infrastructure Considerations

  • Technological Tipping Points

  • Legacy Technologies: Computers and Telephones

  • Wireless Internet Access: Mobile Phones

  • Smartphones

  • Broadband

  • The Digital Divide

  • Building Inclusive E-Markets

  • Social Networking

Chapter 5 Ethical and Legal Issues

  • Overview of Ethics and Legal Issues

  • Ethics and Ethical Codes

  • The Problem of Self-Regulation

  • Privacy

    • Privacy Within Digital Contexts

    • International Privacy Issues

  • Digital Property

    • Patents

    • Copyright

    • Trademarks

    • Licenses

    • Trade Secrets

    • Data Ownership

  • Online Expression

  • Emerging Issues

  • Online Governance and ICANN

  • Jurisdiction

  • Fraud

Part 3 E-Marketing Strategy

Chapter 6 E-Marketing Research

  • Data Drive Strategy

  • Big Data

  • Marketing Knowledge Management

  • The Electronic Marketing Information System

  • Source 1: Internal Records

  • Source 2: Secondary Data

  • Source 3: Primary Data

  • Other Technology-Enabled Approaches

  • Client-Side Data Collection

  • Server-Side Data Collection

  • Real-Space Approaches

  • Marketing Databases and Data Warehouses

  • Data Analysis and Distribution

  • Knowledge Management Metrics

Chapter 7 Connected Consumers Online

  • Consumers in the Twenty-First Century

  • Consumer Behavior Online

  • Inside the Internet Exchange Process

    • Technological Context

    • Social and Cultural Contexts

    • Legal Context

    • Individual Characteristics and Resources

  • Internet Exchange

  • Exchange Outcomes

Chapter 8 Segmentation, Targeting, Differentiation, and Positioning Strategies

  • Segmentation and Targeting Overview

  • Three Markets

    • Business Market

    • Government Market

    • Consumer Market

  • Market Segmentation Bases and Variables

    • Geographic Segments

    • Important Geographic Segments for E-Marketing

    • Demographic Segments

    • Psychographic Segments

    • Behavior Segments

  • Targeting Online Customers

  • Differentiation Online

  • Online Positioning Bases

Part 4 E-Marketing Management

Chapter 9 Product: The Online Offer

  • Many Products Capitalize on Internet Properties

  • Creating Customer Value Online

  • Product Benefits

  • Attributes

  • Branding

  • Support Services

  • Labeling

  • E-Marketing Enhanced Product Development

    • Customer Codesign via Crowdsourcing

    • Internet Properties Spawn Other Opportunities

  • New-Product Strategies for E-Marketing

Chapter 10 Price: The Online Value

  • The Internet Changes Pricing Strategies

  • Buyer and Seller Perspectives

    • Buyer View

    • Seller View

  • Payment Options

  • Pricing Strategies

    • Fixed Pricing

    • Dynamic Pricing

    • Renting Software

  • Price Placement on Web Pages

Chapter 11 The Internet for Distribution

  • Distribution Channel Overview

  • Online Channel Intermediaries

    • Content Sponsorship

    • Infomediary

    • Intermediary Models

  • Distribution Channel Length and Functions

    • Functions of a Distribution Channel

    • Distribution System

  • Channel Management and Power

  • Distribution Channel Metrics

  • B2C Market

  • B2B Market

Chapter 12 E-Marketing Communication: Owned Media

  • E-Marketing Communication

  • Integrated Marketing Communication (IMC)

  • IMC Goals and Strategies

  • Traditional Marketing Communication Tools

  • Owned, Paid, and Earned Media

  • Owned Media

    • Content Marketing

    • Web Site

    • Web Site Landing Pages

    • Mobile sites

    • Web Site Chat

    • Blogs

    • Support Forums/Communities

    • Podcasts

    • E-Mail

    • Text Messaging

    • Online Events

    • Sales Promotion Offers

    • Social Networks

  • Search Engine Optimization

  • Owned Media Performance Metrics

Chapter 13 E-Marketing Communication: Paid Media

  • Paid Media

  • Trust in Paid Media

  • Internet Advertising Trends

  • Paid Media Formats

  • Paid Search

  • Which Media to Buy?

  • Paid Media Performance Metrics

Chapter 14 E-Marketing Communication: Earned Media

  • Earned Media

  • User Engagement Levels

  • Engaging Individuals to Produce Earned Media

  • Social Media Influencers

  • Techniques for Engaging Users

  • Reputation Management Online

  • Earned Media Performance Metrics

Chapter 15 Customer Relationship Management

  • Building Customer Relationships, 1:1

  • Relationship Marketing Defined

  • Customer Relationship Management (CRM 1.0 & CRM 2.0)

  • CRM Benefits

  • CRM Building Blocks

  • Ten Rules For CRM Success

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Judy Strauss,Raymond Frost,E Marketing