Résumé d'Electronic marketing: integrating electronic marketing tools :
This innovative and exciting first edition combines the traditional proven marketing process of situation analysis, marketing planning and marketing implementation to introduce the enhanced speed, accuracy, and targetability of electronic marketing resources. This is the ideal guide for the marketing student to understand and integrate electronic resources into the learning process. The text builds on the intense interest surrounding the evolving field of Internet Marketing while recognising that the Internet is only one communication channel among many. Cases on the site objectives and development from innovative and high-recognition companies such as Bayer, IBM, and Disney, expose students to today's electronic marketing strategic and tactical environment.