Electonic Marketing: Integrating Electronic Resources Into the Marketing Process

Electonic Marketing: Integrating Electronic Resources Into the Marketing Process

Out of Stock
Notify me when this book is in stock
 
About the Book
This innovative and exciting first edition combines the traditional proven marketing process of situation analysis, marketing planning and marketing implementation to introduce the enhanced speed, accuracy, and targetability of electronic marketing resources. This is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process. The text builds on the intense interest surrounding the evolving field of Internet Marketing while recognising that the Internet is only one communication channel among many. Cases on the site objectives and development from innovative and high-recognition companies such as Bayer, IBM, and Disney, expose students to today's electronic marketing strategic and tactical environment. Features: * Cases on site development from innovative companies such as Pepsi, Dannon, Bayer, and Oracle expose students to today's electronic marketing and communications environment, enhancing interest and understanding. * "Vision" boxes on future issues such as ethics, cookies, caching sites, invisible trademarks, and other conceptual controversies reflect the text's timeliness and its authors' expertise. * Interview boxes with online strategists, artists, audio specialists, and war stories of both successes and failures among on line practitioners will bring home the ideas that are being presented in this book. * Key terms are defined and additional Internet resources are referenced as examples to reinforce the information being provided.
Book Details
ISBN-13: 9780030211072
Publisher: Houghton Mifflin Harcourt (HMH)
Binding: Paperback
Language: English
Series Title: English
Weight: 1021.5 gr
ISBN-10: 0030211077
Publisher Date: 10 Aug 1999
Height: 272.25 mm
No of Pages: 466
Spine Width: 17.75 mm
Width: 215.75 mm
User Reviews

Be the first to Write a Review on this book Electonic Marketing: Integrating Electronic Resources Into the Marketing Process