Canadian e-marketing: a strategic approach

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Langue : Anglais
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Written for students in undergraduate and MBA programs, this text contains comprehensive coverage of Internet marketing concepts from product design through to post-customer care, with a focus on customers and customer relationships. The author presents a strategic and global perspective to understanding online market opportunities and building value through the Internet. It first lays out the scope and magnitude of change forced by the Internet. Marketing opportunities are described next, then a series of chapters presents tools, concepts, strategic insights, and tactics. The book looks at marketing, not in isolation, but as a part of a series of value-adding functions within an organization.

It uses current knowledge in marketing, consumer behavior, and strategy to provide frameworks for understanding marketing on the Internet. Important topics given little or no coverage in other books include channel management, B2B e-commerce and security issues, and the Internet as a communication medium and/or a distribution channel.

PART 1: UNDERSTANDING E-MARKETS

1. Introduction to Internet Marketing

2. Economics of the Web and Business Models

3. The Consumer Market

4. The Business Market

PART 2: ORGANIZING FOR ON-LINE MARKETS

5. Market Research and Business Intelligence

6. Organization and Strategy Development

PART 3: MARKETING STRATEGY AND IMPLEMENTATION

7. Community and Customer Relationship

8. Product Management and Pricing

9. Internet as a Communication Medium

10. Internet Advertising and Promotion

11. Channel Management

12. Online Retailing

PART 4: LOOKING BEYOND MARKETING

13. Security, Privacy and Legal Issues

14. Social, Ethical and Future Issues

Appendices:Glossary of Internet Marketing Terms (In-text)Guidelines for Web Site Design Internet Marketing Planning Guide ESOMAR (European Society for Opinion and Marketing

Research) Guideline for Conducting Marketing and
Opinion Research Using the Internet
AMA Code of Ethics for Marketing on the Internet

Additional On-Line Appendices:Web Resources for Internet Marketing (Online)Internet Marketing Plan (Online)