E-Marketing (網路行銷)

Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.
New to This Editoin

Appendices on Social Media keep students up-to-date with this cutting-edge topic in e-marketing.

UPDATED. opening vignettes examine how real companies are using the Internet for marketing allowing students to see how the concepts they are learning are put into practice.

UPDATED. Let’s Get Technical boxes reveal how businesses have capitalized on technological innovations; demystify technology concepts by explaining them in simple terms; demonstrate the tradeoffs that are implicit in most product innovations; and demonstrate that the best technology does not always win--good marketing is the key to success.Armed with these insights, marketing students can begin to cut through the fog of techno-babble and focus on what is important to businesses.

Part I: E-Marketing in Context
Ch 1: Past, Present, and Future
Ch 2: Strategic E-Marketing and Performance Metrics
Ch 3: The E-Marketing Plan

Part II: E-Marketing Environment
Ch 4: A World of E-Marketing Opportunities
Ch 5: Ethical and Legal Issues

Part III: E-Marketing Strategy
Ch 6: E-Marketing Research
Ch 7: Consumer Behavior Online
Ch 8: Segmentation And Targeting Strategies
Ch 9: Differentiation and Positioning Strategies

Part IV: E-Marketing Management
Ch 10: Product: The Online Offer
Ch 11: Pricing: The Online Value
Ch 12: The Internet for Distribution
Ch 13: E-Marketing Communication Tools
Ch 14: New Digital Media
Ch 15: Customer Relationship Management