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.
Benefits:
E-Marketing Case History: Integrated throughout the text, "E-Marketing Case History" includes examples
of real companies using electronic solutions to solve marketing and communications dilemmas.
E-Marketing in Action: These features provide examples of real companies using the Internet or electronic resources
to enhance company marketing and communications.
Now You Know: These boxes integrated throughout the text provide readers with information concerning issues
such as netiquette, tips on gathering information from the Internet, checklists for developing virtual storefronts,
keys to building successful Web sites, hackers, and protecting customer privacy.
NEW!-New Chapter 17: New to the second edition, "The Edge of Business-to-Business Activities" discusses
how Business-to-Business firms are getting involved in the Internet and using it to conduct their business. It
discusses some of the advantages and disadvantages of doing business online, converting traditional business practices
to e-business, e-business growth, and what kind of impact it will bring to the economy.
NEW!-Up-to-Date: The text has been updated to reflect new technology innovations. Also. all of the figures
in the text have been either updated or replaced.
NEW!-Margin Definitions: Key terms are now pulled out and defined in the margins so that readers identify and
can comprehend the key terms throughout the text. A glossary is also included in the book.
NEW!-Instructor's Resource CD-ROM (IRCD): The IRCD contains all of the texts supplements in one easy-to-find
location. The IRCD contains the instructor's manual and test bank.
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 the 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.
