E-marketing: 8th Edition (Paperback) book cover

E-marketing

8th Edition

By Raymond D. Frost, Alexa Fox, Judy Strauss

Routledge

444 pages | 85 B/W Illus.

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Description

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.

Reviews

"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

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

About the Authors

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.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS090010
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing

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