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Electronic Marketing

Electronic Marketing

Theory and Practice for the Twenty-First Century

John O'Connor, Eamonn Galvin, Martin Evans

Dec 2003, Paperback, 456 pages
ISBN13: 9780273684763
ISBN10: 0273684760
For orders to USA, Canada, Australia, New Zealand or Japan visit your local Pearson website
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Written by leading players in both industry and academia, Electronic Marketing: Theory and Practice for the 21st Century provides a broad, but sound overview of this rapidly changing field. Targeted at students and practitioners who already understand basic marketing concepts, the book includes the latest discussion of Relationship Marketing and CRM as well a chapter on Improving Sales Force Effectiveness.

PART I: THE ELECTRONIC MARKETING REVOLUTION
1. The emergence of electronic marketing
2. The rapid rise of electronic commerce
3. E-commerce business models

PART II: GETTING TO KNOW THE CUSTOMER
4. Conducting market research
5. Creating customer insight

PART III: MANAGING THE CUSTOMER RELATIONSHIP
6. Creating the customer database
7. Direct marketing and database marketing
8. Relationship marketing and CRM systems

PART IV: DEVELOPING THE CUSTOMER OFFERING
9. Getting the product to market
10. Pricing in the electronic age
11. Distributing the product in the electronic age
12. Promoting to markets of one

PART V: DELIVERING THE OFFERING TO THE CUSTOMER
13. Improving sales force effectiveness
14. Delivering customer service and support
15. Developing electronic marketing systems that work
Index