E-marketing : theory and application / Stephen Dann and Susan Dann.
Material type:
TextPublication details: Houndmills, Basingstoke, Hampshire ; New York : Palgrave Macmillan, 2011.Description: xxii, 474 p. : ill. ; 25 cmISBN: - 9780230203969 (pbk.)
- 0230203965 (pbk.)
- 658.872 22 DAN-E 2011 807821
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|
Books
|
Lahore Business School Library Shelf No. 87, LBS | Book | 658.872 DAN-E 2011 807821 (Browse shelf(Opens below)) | Available | 807821 |
Includes bibliographical references and index.
Machine generated contents note: -- PART 1: INTRODUCTION AND OVERVIEW -- Chapter 1: E-marketing -- Chapter 2: Marketing and e-marketing in context -- PART 2: E-MARKETING FRAMEWORKS -- Chapter 3: Consumer behaviour -- Chapter 4: Value creation -- Chapter 5: Communication of value -- Chapter 6: Delivering value for benefit -- PART 3: E-MARKETING APPLICATIONS -- Chapter 7: Web 2.0 and social media marketing -- Chapter 8: Community online -- Chapter 9: Mobile marketplace -- Chapter 10: Alternative channels: e-marketing beyond the web -- PART 4: STRATEGIC ISSUES IN E-MARKETING -- Chapter 11: Marketing strategy -- Chapter 12: Planning for emerging markets -- Chapter 13: Implementation issues for e-marketing -- PART 5: FUTURE DIRECTIONS -- Chapter 14: Applications for business and non-business -- Chapter 15: Law, ethics and society: the social impact of e-marketing -- Chapter 16: Projections and predictions.
"A mix of academic rigor and practical application combining a strong theoretical framework from the academic peer reviewed literature with contemporary developments in internet technology, and their application to the e-marketing environment. Topics include consumer behavior, value creation, marketing strategy, implementation issues for e-marketing, and much more"--