書名：E-MARKETING (ISE) 8/E 作者：FROST 出版社：Routledge 出版日期：2019/00/00 ISBN：9781138588363 內容簡介 E-Marketing is the most comprehensive book on digital marketing, covering all the topics students need to understand to ``think like a marketer.'' The book connects digital marketing topics to the traditional marketing framework, making it easier for students to grasp the concepts and strategies involved in developing a digital marketing plan. With a strategic approach that focuses on performance metrics and monitoring, it is a highly practical book. The authors recognize that the digital landscape is constantly and rapidly changing, and the book is structured to encourage students to explore the digital space, and to think critically about their own on . ``Success stories,'' ``trend impact,'' and ``let's get technical'' boxes, as well as on at the end of each chapter provide students with everything they need to be successful in creating and executing a winning digital marketing strategy. 目錄 PART I: E-MARKETING IN CONTEXT Ch 1 Past, Present, and Future Ch 2 Strategic E-Marketing and Performance Metrics Ch 3 The E-Marketing Plan PART II: E-MARKETING ENVIRONMENT Ch 4 Global E-Marketing 3.0 Ch 5 Ethical and Legal Issues PART III: E-MARKETING STRATEGY Ch 6 E-Marketing Research Ch 7 Consumer Behavior On Ch 8 Segmentation, Targeting, Differentiation, and Positioning Strategies PART IV: E-MARKETING MANAGEMENT Ch 9 Product: The On Ch10 Price: The On Ch11 The Internet for Distribution Ch12 E-Marketing Communication: Owned Media Ch13 E-Marketing Communication: Paid Media Ch14 E-Marketing Communication: Earned Media Ch15 Customer Relationship Management