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Full Description
This innovative and exciting new edition of Electronic Marketing combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability of electronic marketing resources. Electronic Marketing is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process.
Contents
PART I. THE CONCEPTS OF ELECTRONIC MARKETING1. Introduction to the Resources of Electronic Marketing2. Concept of Electronic Commerce and the Traditional Marketing Process3. Marketing Planning Stage for Online Activities4. The Actions of Marketing ImplementationPART II. INTEGRATING ELECTRONIC MARKETING RESOURCES5. An Introduction to the Internet6. Concept of the Virtual Store for Marketing Products and Services7. The Tools of Electronic Marketing Resources8. Segmenting and Analyzing the Target Market9. Integrating the Promotional MixPART III. IMPLEMENTING THE E-COMMERCE STRATEGY10. Using the Internet11. Web Page Design12. Capturing Customer Profiles and Data Management13. Considerations for Ongoing Customer CommunicationsPART IV. INTEGRATING THE MARKETING AND E-COMMERCE CONCEPT14. Establishing and Promoting the Virtual Store15. Security on the E-Commerce SitePART V. SPECIAL TOPICS16. Considerations for E-Business Situations17. The Edge of Business-to-Business Activities18. Implications to the International Marketing Program19. The Ethics of Electronic Marketing20. The Future of Electronic Marketing Resources