Contents:
Preface
About the Authors
Part 1 E-Marketing in Context
Chapter 1 Past, Present, and Future
Chapter 2 Strategic E-Marketing and Performance Metrics
Chapter 3 The E-Marketing Plan
Part 2 E-Marketing Environment
Chapter 4 Building Inclusive E-Markets
Chapter 5 Ethical and Legal Issues
Part 3 E-Marketing Strategy
Chapter 6 E-Marketing Research
Chapter 7 Consumer Behavior Online
Chapter 8 Segmentation, Targeting, Differentiation, and Positioning Strategies
Part 4 E-Marketing Management
Chapter 9 Product: The Online Offer
Chapter 10 Price: The Online Value
Chapter 11 The Internet for Distribution
Chapter 12 E-Marketing Communication Tools
Chapter 13 Engaging Customers with Social Media
Chapter 14 Buying Digital Media Space
Chapter 15 Customer Relationship Management
Appendix A lnternet Penetration Worldwide as of April 30, 2010
Appendix B Glossary
Appendix C References
Index

Traditional marketing coverage with an e-marketing twist.

Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound affect on marketing.

The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material.