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E-marketing : theory and application /

by Dann, Stephen,
Authors: Dann, Susan J.%joint author Published by : Palgrave Macmillan, (New York :) Physical details: xxii, 474 p. : ill. ; 25 cm. ISBN: 0230203965 Subject(s): Telemarketing. | Internet. | Consumer behavior. Year: 2011
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Item type Location Call Number Status Notes Date Due
Book Book AUM Main Library English Collections Hall 658.872 D365 (Browse Shelf) Available JBC/2011/11339
Book Book AUM Main Library English Collections Hall 658.872 D365 (Browse Shelf) Available JBC/2011/11339

Includes bibliographical references and index.

Machine generated contents note: -- PART 1: INTRODUCTION AND OVERVIEW -- Chapter 1: E-marketing -- Chapter 2: Marketing and e-marketing in context -- PART 2: E-MARKETING FRAMEWORKS -- Chapter 3: Consumer behaviour -- Chapter 4: Value creation -- Chapter 5: Communication of value -- Chapter 6: Delivering value for benefit -- PART 3: E-MARKETING APPLICATIONS -- Chapter 7: Web 2.0 and social media marketing -- Chapter 8: Community online -- Chapter 9: Mobile marketplace -- Chapter 10: Alternative channels: e-marketing beyond the web -- PART 4: STRATEGIC ISSUES IN E-MARKETING -- Chapter 11: Marketing strategy -- Chapter 12: Planning for emerging markets -- Chapter 13: Implementation issues for e-marketing -- PART 5: FUTURE DIRECTIONS -- Chapter 14: Applications for business and non-business -- Chapter 15: Law, ethics and society: the social impact of e-marketing -- Chapter 16: Projections and predictions.

"A mix of academic rigor and practical application combining a strong theoretical framework from the academic peer reviewed literature with contemporary developments in internet technology, and their application to the e-marketing environment. Topics include consumer behavior, value creation, marketing strategy, implementation issues for e-marketing, and much more"--

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