E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to "think like a marketer".
The book connects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own online behavior.
"Success stories," "trend impact," and "let’s get technical" boxes, as well as online activities at the end of each chapter provide undergraduate students with everything they need to be successful in creating and executing a winning digital marketing strategy.
Table of Contents
Part I: E-Marketing in Context
1. Past, Present, and Future
2. Strategic E-Marketing and Performance Metrics
3. The E-Marketing Plan
Part II: E-Marketing Environment
4. Global E-Marketing 3.0
5. Ethical and Legal Issues
Part III: E-Marketing Strategy
6. E-Marketing Research
7. Consumer Behavior Online
8. Segmentation, Targeting, Differentiation, and Positioning Strategies
Part IV: E-Marketing Management
9. Product: The Online Offer
10. Price: The Online Value
11. The Internet for Distribution
12. E-Marketing Communication: Owned Media
13. E-Marketing Communication: Paid Media
14. E-Marketing Communication: Earned Media
15. Customer Relationship Management
Appendix A Internet Penetration Worldwide as of June 30, 2017
Appendix B References
Raymond Frost is Professor of Management Information Systems at Ohio University, USA. He has published scholarly papers in the fields of information systems and marketing.
Alexa K. Fox is Assistant Professor of Marketing at The University of Akron, USA. Her research interests include digital marketing, user-generated content, consumer behavior, online privacy, physiological measurement of cognition and emotion, and linguistic analysis. Alexa’s work has appeared in various journals, books, and national conferences.
Judy Strauss was Professor of Marketing Emerita at the University of Nevada-Reno, USA. She was also an award-winning author of four books and numerous academic papers on internet marketing, advertising, and marketing education. Judy passed away during production of this edition. This book is dedicated to her.
"The industry leader in the field for many years. Strauss and Frost provide the solid overview of marketing concepts in the electronic world that all students need to be familiar with. This is the only textbook you should consider on this topic."—Matt Meuter, California State University, Chico, USA
"Strauss and Frost present a unique academic format for this dynamic topic. E-Marketing stands out as one of the few textbooks available. In a space dominated by professional /executive books, this text is welcomed support for the college instructor and student."—Claudia Cafarelli, Hofstra University, USA