Stephen Dann, Susan Dann

E-Marketing

Theory and Application

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Macmillan Education
• 2011
• Seitenzahl: 420
• Erscheinungstermin: 20. Januar 2011
• Englisch
• Abmessung: 247mm x 191mm x 28mm
• Gewicht: 990g
• ISBN-13: 9780230203969
• ISBN-10: 0230203965
• Artikelnr.: 29929936

Autorenporträt

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.

Inhaltsangabe

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.