Combining academic rigour and practical application, 'E-Marketing' brings together a theoretical framework from academic peer reviewed literature with contemporary developments in internet technology. Considering marketing theory andpractice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment. STEPHEN DANN is Senior Lecturer in Marketing at the Australian National University College of Business& Economics, Canberra, Australia. He is the co-author, with Susan Dann, of four previous marketing textbooks. He was the recipient of the 2010 Pearson ANZMAC Emerging Marketing Educator prize. SUSAN DANN isnow a freelance writer and consultant, having previously held many academic posts in Australia and served as Director of the Australian Marketing Institute. She has written widely, including those texts co-authored with Stephen. INDICE: PART 1: INTRODUCTION AND OVERVIEW - E-marketing - Marketing and E-marketing in Context - PART 2: E-MARKETING FRAMEWORKS - Consumer Behaviour - Value Creation - Communication of Value - Delivering Value for Benefit - PART 3: E-MARKETING APPLICATIONS - Web 2.0 and Social Media Marketing - Community Online - Mobile Marketplace - Alternative Channels: E-marketing Beyond the Web -PART 4: STRATEGIC ISSUES IN E-MARKETING - Marketing Strategy - Planning for Emerging Markets - Implementation Issues for E-marketing - PART 5: FUTURE DIRECTIONS - Applications for Business and Non-business - Law, Ethics and Society: the Social Impact of E-marketing - Projections and Predictions
- ISBN: 978-0-230-20396-9
- Editorial: Palgrave MacM
- Encuadernacion: Rústica
- Páginas: 496
- Fecha Publicación: 11/01/2011
- Nº Volúmenes: 1
- Idioma: Desconocido