Synopses & Reviews
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.
Review
"The topics are organised in a clear and coherent way ... the author presents a comprehensive foundation of e-marketing and places special attention on the most recent developments in the Web 2.0 domain."--Jennifer Rowley, Professor of Marketing and Information Management, University of Wales, Bangor, UK
"The strength of the book is that it focuses on issued faced by e-commerce marketers and the applications of technology in contemporary marketing."--Alan Charlesworth, University of Sunderland, UK
Synopsis
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 and practice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment.
About the Author
STEPHEN DANN is Senior Lecturer in Marketing at the Australian National University College of Business & Economics, Canberra, Australia. SUSAN DANN is now a freelance writer and consultant, having previously held many academic posts in Australia and served as Director of the Australian Marketing Institute.
Table of Contents
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