| Description |
xx, 570 pages : illustrations ; 28 cm |
| Contents |
Pt. 1. The Concepts of Electronic Marketing -- Ch. 1. Introduction to the Resources of Electronic Marketing -- Ch. 2. Concept of Electronic Commerce and the Traditional Marketing Process -- Ch. 3. Marketing Planning Stage for Online Activities -- Ch. 4. The Actions of Marketing Implementation -- Pt. 2. Integrating Electronic Marketing Resources -- Ch. 5. An Introduction to the Internet -- Ch. 6. Concept of the Virtual Store for Marketing Products and Services -- Ch. 7. The Tools of Electronic Marketing Resources -- Ch. 8. Segmenting and Analyzing the Target Market -- Ch. 9. Integrating the Promotional Mix -- Pt. 3. Implementing the E-Commerce Strategy -- Ch. 10. Using the Internet -- Ch. 11. Web Page Design -- Ch. 12. Capturing Customers' Profiles and Data Management -- Ch. 13. Considerations for Ongoing Customer Communications -- Pt. 4. Integrating the Marketing and E-Commerce Concept -- Ch. 14. Establishing and Promoting a Virtual Store -- Ch. 15. Security on the E-Commerce Site -- Pt. 5. Special Topics -- Ch. 16. Special Opportunities for E-Business Situations -- Ch. 17. The Edge of Business-to-Business Activities -- Ch. 18. Implications to the International Marketing Program -- Ch. 19. The Ethics of Electronic Marketing -- Ch. 20. The Future of Electronic Marketing Resources -- App. A. Electronic Marketing Project Outline -- App. B. Demographic/Psychographic Profile Interpretation -- App. C. Web Resources -- App. D. Situation Analysis Questionnaire for Business Interviews |
| Notes |
Previous ed.: / Joel Reedy, Shauna Schullo, Kenneth Zimmerman. London : Harcourt Brace, 1999 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Electronic commerce -- Marketing.
|
|
Internet marketing -- Management.
|
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Telemarketing.
|
|
Internet marketing.
|
| Author |
Schullo, Shauna.
|
| LC no. |
2002112211 |
| ISBN |
0324175957 |
|
