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Canadian E-Marketing

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en Limba Engleză Carte Paperback – 16 Jan 2002

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Specificații

ISBN-13: 9780070878570
ISBN-10: 0070878579
Pagini: 420
Dimensiuni: 203 x 252 x 18 mm
Greutate: 0.75 kg
Ediția: CANADN
Editura: McGraw Hill Education
Colecția McGraw-Hill Ryerson
Locul publicării: Canada

Cuprins

PART 1: UNDERSTANDING E-MARKETS

1. Introduction to Internet Marketing

2. Economics of the Web and Business Models

3. The Consumer Market

4. The Business Market

PART 2: ORGANIZING FOR ON-LINE MARKETS

5. Market Research and Business Intelligence

6. Organization and Strategy Development

PART 3: MARKETING STRATEGY AND IMPLEMENTATION

7. Community and Customer Relationship

8. Product Management and Pricing

9. Internet as a Communication Medium

10. Internet Advertising and Promotion

11. Channel Management

12. Online Retailing

PART 4: LOOKING BEYOND MARKETING

13. Security, Privacy and Legal Issues

14. Social, Ethical and Future Issues

Appendices:Glossary of Internet Marketing Terms (In-text)Guidelines for Web Site Design Internet Marketing Planning Guide ESOMAR (European Society for Opinion and Marketing

Research) Guideline for Conducting Marketing and
Opinion Research Using the Internet
AMA Code of Ethics for Marketing on the Internet

Additional On-Line Appendices:Web Resources for Internet Marketing (Online)Internet Marketing Plan (Online)