E-Marketing

Theory and Application

Häftad, Engelska, 2011

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Combining academic rigour and practical application, E-Marketing brings together a theoretical framework from academic peer reviewed literature with contemporary developments in internet technology. Considering marketing theory and practice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment.Accompanying online resources for this title can be found at bloomsburyonlineresources.com/e-marketing-theory-and-application. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

Produktinformation

Utgivningsdatum2011-01-11
Mått189 x 246 x undefined mm
Vikt885 g
FormatHäftad
SpråkEngelska
Antal sidor420
FörlagBloomsbury Publishing PLC
ISBN9780230203969

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E-handel inom Ekonomi och ledarskap

STEPHEN DANN is Senior Lecturer in Marketing at the Australian National University College of Business& Economics, Canberra, Australia. He is the co-author, with Susan Dann, of four previous marketing textbooks. He was the recipient of the 2010 Pearson ANZMAC Emerging Marketing Educator prize.SUSAN DANN is now a freelance writer and consultant, having previously held many academic posts in Australia and served as Director of the Australian Marketing Institute. She has written widely, including those texts co-authored with Stephen.

PART 1: INTRODUCTION AND OVERVIEWE-marketingMarketing and E-marketing in ContextPART 2: E-MARKETING FRAMEWORKSConsumer BehaviourValue CreationCommunication of ValueDelivering Value for BenefitPART 3: E-MARKETING APPLICATIONSWeb 2.0 and Social Media MarketingCommunity OnlineMobile MarketplaceAlternative Channels: E-marketing Beyond the WebPART 4: STRATEGIC ISSUES IN E-MARKETINGMarketing StrategyPlanning for Emerging MarketsImplementation Issues for E-marketingPART 5: FUTURE DIRECTIONSApplications for Business and Non-businessLaw, Ethics and Society: the Social Impact of E-marketingProjections and Predictions.

'The topics are organized in a clear and coherent way...the author presents a comprehensive foundation of e-marketing and places special attention on the most recent developments in the Web 2.0 domain.' - Jennifer Rowley, Professor of Marketing and Information Management, University of Wales,UK 'The strength of the book is that it focuses on issued faced by e-commerce marketers and the applications of technology in contemporary marketing.' - Alan Charlesworth, University of Sunderland, UK 'It is an excellent book for marketers eager to learn how to operate and adapt in a constantly changing and technology-dominated marketplace where for the first time in modern history the initiative and the market power rest in the hands of the customer.' - Efthymios Constantinides, University of Twente, The Netherlands 'Dann & Dann have produced a thoroughly accessible resource on e-marketing - not just in terms of language and style, but by providing a comprehensive review of the technologies as well as marketing fundamentals.' - Joanne Jacobs, Social Media Expert Consultant