This innovative and exciting new edition of Electronic Marketing combines the traditional proven marketing process of situation analysis, marketing planning, and marketing implementation to introduce the enhanced speed, accuracy, and target ability of electronic marketing resources. Electronic Marketing is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process.
Table of Contents
PART I. THE CONCEPTS OF ELECTRONIC MARKETING. 1. Introduction to the Resources of Electronic Marketing. 2. Concept of Electronic Commerce and the Traditional Marketing Process. 3. Marketing Planning Stage for Online Activities. 4. The Actions of Marketing Implementation. PART II. INTEGRATING ELECTRONIC MARKETING RESOURCES. 5. An Introduction to the Internet. 6. Concept of the Virtual Store for Marketing Products and Services. 7. The Tools of Electronic Marketing Resources. 8. Segmenting and Analyzing the Target Market. 9. Integrating the Promotional Mix. PART III. IMPLEMENTING THE E-COMMERCE STRATEGY. 10. Using the Internet. 11. Web Page Design. 12. Capturing Customer Profiles and Data Management. 13. Considerations for Ongoing Customer Communications. PART IV. INTEGRATING THE MARKETING AND E-COMMERCE CONCEPT. 14. Establishing and Promoting a Virtual Store. 15. Security on the E-Commerce Site. PART V. SPECIAL TOPICS. 16. Considerations for E-Business Situations. 17. The Edge of Business-to-Business Activities. 18. Implications to the International Marketing Program. 19. The Ethics of Electronic Marketing. 20. The Future of Electronic Marketing Resources.