Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound effect on marketing. The fifth edition assists all marketers in understanding the Internet and its social media for improving brand images, sales, and profitability.
Chapter 1 Past, Present, and Future
Chapter 2 Strategic E-Marketing and Performance Metrics
Chapter 3 The E-Marketing Plan
Chapter 4 A World of E-Marketing Opportunities
Chapter 5 Ethical and Legal Issues
Chapter 6 E-Marketing Research
Chapter 7 Consumer Behavior Online
Chapter 8 Segmentation and Targeting Strategies
Chapter 9 Differentiation and Positioning Strategies
Chapter 10 Product: The Online Offer
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