E-Marketing, 8/e (IE-Paperback)
暫譯: 電子行銷，第8版 (IE-平裝本)

Raymond Frost , Alexa K. Fox , Judy Strauss

E-Marketing, 8/e (IE-Paperback)
  • 出版商: Routledge
  • 出版日期: 2019-01-01
  • 售價: $1,380
  • 貴賓價: 9.5 折 $1,311
  • 語言: 英文
  • 頁數: 444
  • ISBN: 1138588369
  • ISBN-13: 9781138588363
  • 相關分類: 行銷/網路行銷 Marketing

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相關主題

商品描述

E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to ``think like a marketer.''

The book connects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own online behavior.

``Success stories,'' ``trend impact,'' and ``let's get technical'' boxes, as well as online activities at the end of each chapter provide students with everything they need to be successful in creating and executing a winning digital marketing strategy.

商品描述(中文翻譯)

E-Marketing 是一本最全面的數位行銷書籍，涵蓋了學生需要理解的所有主題，以便「像行銷人員一樣思考」。

本書將數位行銷主題與傳統行銷框架相連結，使學生更容易掌握制定數位行銷計畫所涉及的概念和策略。這本書採取以績效指標和監控為重點的策略性方法，非常實用。作者認識到數位環境不斷且快速地變化，書中結構設計鼓勵學生探索數位空間，並對自己的線上行為進行批判性思考。

「成功故事」、「趨勢影響」和「讓我們進入技術細節」的框框，以及每章結尾的線上活動，為學生提供了成功創建和執行獲勝數位行銷策略所需的一切。

目錄大綱

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 Global E-Marketing 3.0
Ch 5 Ethical and Legal Issues

PART III: E-MARKETING STRATEGY
Ch 6 E-Marketing Research
Ch 7 Consumer Behavior Online
Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies

PART IV: E-MARKETING MANAGEMENT
Ch 9 Product: The Online Offer
Ch10 Price: The Online Value
Ch11 The Internet for Distribution
Ch12 E-Marketing Communication: Owned Media
Ch13 E-Marketing Communication: Paid Media
Ch14 E-Marketing Communication: Earned Media
Ch15 Customer Relationship Management

目錄大綱(中文翻譯)

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 Global E-Marketing 3.0

Ch 5 Ethical and Legal Issues



PART III: E-MARKETING STRATEGY

Ch 6 E-Marketing Research

Ch 7 Consumer Behavior Online

Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies



PART IV: E-MARKETING MANAGEMENT

Ch 9 Product: The Online Offer

Ch10 Price: The Online Value

Ch11 The Internet for Distribution

Ch12 E-Marketing Communication: Owned Media

Ch13 E-Marketing Communication: Paid Media

Ch14 E-Marketing Communication: Earned Media

Ch15 Customer Relationship Management

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