PART I. E-MARKETING IN CONTEXT
1. Past, Present, and Future
2. Strategic E-Marketing and Performance Metrics
3. The E-Marketing Plan
PART II. E-MARKETING ENVIRONMENT
4. Global E-Marketing 3.0*
5. Ethical and Legal Issues*
PART III. E-MARKETING STRATEGY
6. E-Marketing Research
7. Consumer Behavior Online
8. Segmentation, Targeting, Differentiation, and Positioning Strategies
PART IV. E-MARKETING MANAGEMENT
9. Product: The Online Offer
10. Price: The Online Value
11. The Internet for Distribution
12. E-Marketing Communication: Owned Media
13. E-Marketing Communication: Paid Media
14. E-Marketing Communication: Earned Media
15. Customer Relationship Management
Appendix A. Internet Penetration Worldwide as of December 31, 2011
Appendix B. Glossary
Appendix C. References
Judy Strauss is Associate Professor of Marketing at the University
of Nevada, Reno. She is an award winning author of 12 books and
numerous academic papers in Internet marketing, advertising, and
marketing education. Strauss is co-author of the trade book
Radically Transparent: Monitoring and Managing Reputations Online,
and textbooks Building Effective Web Sites and the E-Marketing
Guide. She has had many years of professional experience in
marketing, serving as entrepreneur as well as marketing director of
two firms. She currently teaches undergraduate and M.B.A. courses
in marketing communications, Internet marketing, and marketing
management and has won two college-wide teaching awards. Strauss
earned a doctorate in marketing at Southern Illinois University,
and a finance M.B.A. and marketing B.B.A. at University of North
Texas.
Raymond D. Frost is a Professor of Management Information Systems
at Ohio University. He has published scholarly papers in the
information systems and marketing fields and is an associate editor
of The Journal of Database Management. Frost is co-author of
Building Effective Web Sites and the E-Marketing Guide. Dr. Frost
teaches database, electronic commerce, and information design
courses. He has received Ohio University’s Presidential, University
Professor, College of Business, and Senior Class teaching awards.
Dr. Frost is working on publications in data modeling and database
pedagogy. He is co-author of a forthcoming book, A Visual
Introduction to Database: An E-Business Perspective. Dr. Frost
earned a doctorate in business administration and an M.S. in
computer science at the University of Miami (Florida), and received
his B.A. in philosophy at Swarthmore College.
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