Solution Manual for E-Marketing, 7/E – Judy Strauss & Raymond Frost

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Product details:

• ISBN-10 ‏ : ‎ 9780132953443
• ISBN-13 ‏ : ‎ 978-0132953443
• Author: Judy Strauss; Raymond D. Frost

Directed primarily toward students taking a course on Marketing in the Internet, this text also teaches professional marketers how to engage and listen to buyers, and how to use what they learn to improve their offerings in today’s Internet- and social media-driven marketing environment. With a focus on the Internet and other technologies that have had a profound effect on how marketing is approached today, the book updates traditional marketing coverage with a thorough, incisive look at e-marketing planning and marketing mix tactics from a strategic and tactical perspective.

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

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