The book you have in your hands is the second edition of Marketing on the Internet. We expanded the scope and renamed the book E-Marketing 6th Edition by Judy Strauss, Raymond Frost to reflect the idea that electronic marketing is bigger than the Web. It includes things such as data collected at the grocery store with bar code scanners and B2B data exchange. This book discusses many offline electronic marketing techniques; however, it focuses on the Internet due to its widespread and increasing use for e-marketing.
Several popular books exist to shed light on the problems, opportunities, and techniques of e-marketing, and we have used them in our classes with some success. This E-Marketing 6th Edition textbook is different in seven important ways.
We explain electronic marketing not as a list of ideas and techniques, but as part of a larger set of concepts and theories in the marketing discipline. In writing the E-Marketing 6th Edition book we discovered that most new terminology could be put into traditional frameworks for greater understanding. To this end, readers will find marketing concept reviews with Internet examples throughout. We strongly believe that new electronic strategies are more likely to succeed if selected using the marketing planning process, especially as the Internet grows to maturity and competition intensifies. The text focuses on cutting-edge business models that generate revenue while delivering customer value.
The architecture for these business models is tied to marketing theory wherever possible. We highly recommend that marketers learn a bit about the technology behind the Internet, something most of us are not drawn to naturally. While it is not necessary to be able to set up e-commerce servers, knowledge of the possibilities for their use will give savvy marketers an advantage in the marketplace. This book attempts to educate marketers gently in important technology issues, showing the relevance of each concept.
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E-Marketing 6th Edition, Strauss PDF Download ebook
Judy
Strauss (Author), Raymond
Frost (Author) | Paperback:
448 pages | Publisher: Prentice
Hall;
