E-Marketing 6th Edition Strauss Test Bank

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E-Marketing 6th Edition Strauss Test Bank.

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Product details:

  • ISBN-10 ‏ : ‎ 0132147556
  • ISBN-13 ‏ : ‎ 978-0132147552
  • 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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