E-marketing
International Student Edition
8th Edition
Published on 1. October 2018
Book
Hardback
444 pages
978-1-138-73136-3 (ISBN)
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.
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 / Votes
"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
More details
Edition
8th edition
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Illustrations
85 s/w Abbildungen, 34 s/w Photographien bzw. Rasterbilder, 71 s/w Zeichnungen, 36 s/w Tabellen
36 Tables, black and white; 71 Line drawings, black and white; 34 Halftones, black and white; 85 Illustrations, black and white
Dimensions
Height: 254 mm
Width: 178 mm
Weight
948 gr
ISBN-13
978-1-138-73136-3 (9781138731363)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Raymond Frost | Alexa K. Fox | Terry Daugherty
eMarketing
Digital Marketing Strategy International Student Edition
Book
11/2022
9th Edition
Routledge
€524.80
Shipment within 10-20 days
Additional editions
Book
06/2020
8th Edition
Routledge
€88.19
Article exhausted; check for reprint
Book
10/2018
8th Edition
Routledge
€238.09
Article exhausted; check for reprint
Persons
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.
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.
Content
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