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E-Marketing

Theory and Application

Author(s):
Publisher:

Red Globe Press

Pages: 420
Downloads:

Flyer

Further Actions:

Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9780230203969

15 February 2011

$74.99

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Ebook - 9780230364738

16 September 2017

$74.99

In stock

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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...

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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.

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  • A highly practical and easytoread guide to emarketing - for the Marketing student, the marketing professional or the lay person
  • Unique integration of Web 2.0 phenonema with established models of contemporary marketing
  • Web 2.0 areas tackled include: user generated content, social media marketing, cybercommunities and the development of brand communities, and mobile marketing
  • Global case study coverage
  • Heavily illustrated throughout
  • Companion website with extensive teaching & learning resources

PART 1: INTRODUCTION AND OVERVIEW
E-marketing
Marketing and E-marketing in Context
PART 2: E-MARKETING FRAMEWORKS
Consumer Behaviour
Value Creation
Communication of Value
Delivering Value for Benefit
PART 3: E-MARKETING APPLICATIONS
Web 2.0 and Social Media Marketing
Community Online
Mobile Marketplace
Alternative Channels: E-marketing Beyond the Web
PART 4: STRATEGIC ISSUES IN E-MARKETING
Marketing Strategy
Planning for Emerging Markets
Implementation Issues for E-marketing
PART 5: FUTURE DIRECTIONS
Applications for Business and Non-business
Law, Ethics and Society: the Social Impact of E-marketing
Projections and Predictions.

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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.

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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.

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