Overview

For undergraduate courses in Internet marketing, e-commerce, e-business, and digital and electronic marketing. This book discusses the necessary tools in the dynamic field of eMarketing. *NEW - Up-to-date statistics, case histories, and strategies. *NEW - Internet technologies From marketing management perspective Chapter 9. *NEW - E-business models: Looks at how existing business models have been adapted to the Internet and discusses new business models unique to the Web. *NEW - Offline technologies Focuses on marketing practices based on Internet technologies. Introduces offline e-marketing applications, e.g., bar code scanners and uses of electronic databases for customer acquisition and retention. *NEW - Ethics and law: An entire chapter. *NEW - Technology issues: Uses diagrams, analogies and clear explanations to explain how technologies such as targeted advertising, relationship marketing, and content filtering actually work. *NEW - Changing practices. *NEW - Global orientation: Includes first-hand accounts of Internet adoption abroad.

ISBN-13

9780130322647

ISBN-10

0130322644

Weight

1.72 Pounds

Dimensions

9.25 x 0.79 x 7.01 In

List Price

$66.67

Edition

2nd Edition

Format

Paperback

Language

English

Pages

519 pages

Publisher

Prentice Hall Business Publish

Published On

2000-09-06



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