E-Marketing 7th Edition (English, Paperback, Judy Strauss, Raymond Frost)

E-Marketing presents e-marketing planning and marketing mix tactics from a strategic and tactical perspective. The present revised edition captures the disruption to the marketing field based on social media. The book includes many new topics as dictated by changes in e-marketing practice in the past two years.

New to the edition:
• Broader look at social media as it is now integrated throughout the book, instead of being confined to one chapter

• New business models such as social commerce (and Facebook commerce), mobile commerce and mobile marketing, social CRM, crowd sourcing, and many important but less pervasive models such as crowd funding, freemium, and flash sales  discussed with the approach of learning from real-life examples

• Chapter 12: E-Marketing Communication: Owned Media, Chapter 13: E-Marketing Communication: Paid Media and Chapter 14: E-Marketing Communication: Earned Media rewritten to reflect the move from traditional marketing communication tools to IMC online: owned, paid and earned media

• Examples of new and interesting technologies that are providing marketing opportunities, both in the Web 2.0 and 3.0 sections

• Includes five Indian case studies on – Olacabs, Flipkart,               Zomato, E-Marketing driving Indian Electoral, and Lenskart

Feature-rich text
• Each chapter opens with learning objectives
• Chapter-opening vignettes giving information about the best practices from real companies which illustrate key points; two new vignettes and new discussion questions about each chapter opening vignette included
• Visual models included to enhance understanding
• Each chapter ends with a summary of important points
• Key terms set in bold text within the chapter to signal their importance and Appendix B made into a glossary
• Review and discussion questions at the end of each chapter
• Activities and Internet exercises also included at the end of each chapter
• Also includes Internet adoption statistics and a thorough glossary as appendix
 

About the Author

Judy Strauss is associate professor of marketing at the University of Nevada. She is an award-winning author of four books and numerous academic papers on internet marketing, advertising, and marketing education. She has had many years of professional experience in marketing, serving as entrepreneur as well as marketing director of two firms. 

Raymond Frost is professor of management information systems at Ohio University. He has published scholarly papers on database management and is an associate editor of The Journal of Database Management. He currently teaches e-commerce, database, and interdisciplinary courses.