E-Marketing 7th Edition Strauss Test Bank

E-Marketing 7th Edition Strauss Test Bank

Product details:

• ISBN-10 ‏ : ‎ 9780132953443
• ISBN-13 ‏ : ‎ 978-0132953443
• Author: Strauss J. Frost R.

Traditional marketing coverage with an e-marketing twist. Strauss/Frost offers traditional marketing coverage with a its focus is on the Internet and other technologies that have had a profound affect on marketing. The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material.

Table of contents:

Part I Digital Marketing in Context

1 Past, Present, and Future

2 Strategic Digital Marketing and Performance Metrics

3 The Digital Marketing Plan

Part II Digital Marketing Environment

4 Global Digital Marketing 3.0

5 Ethical and Legal Issues

Part III Digital Marketing Strategy

6 Digital Marketing Research

7 Consumer Behavior Online

8 Segmentation, Targeting, Differentiation, and Positioning Strategies

Part IV Digital Marketing Management

9 Product: The Online Offer

10 Price: The Online Value

11 The Internet for Distribution

12 Digital Marketing Communication: Owned Media

13 Digital Marketing Communication: Paid Media

14 Digital Marketing Communication: Earned Media

15 Customer Relationship Management

Appendix A Internet Penetration Worldwide as of September 30, 2021.

Appendix B Bibliography

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