Full Product Details
Author: Shauna Schullo (University of South Florida) ,
Joel Reedy (University of South Florida)
Publisher: Cengage Learning, Inc
Imprint: South-Western
Edition: 2nd edition
Dimensions:
Width: 21.70cm
, Height: 2.20cm
, Length: 27.70cm
Weight: 1.212kg
ISBN: 9780324175950
ISBN 10: 0324175957
Pages: 592
Publication Date: 14 July 2003
Audience:
College/higher education
,
Tertiary & Higher Education
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Reviews
PART I. THE CONCEPTS OF ELECTRONIC MARKETING. 1. Introduction to the Resources of Electronic Marketing. 2. Concept of Electronic Commerce and the Traditional Marketing Process. 3. Marketing Planning Stage for Online Activities. 4. The Actions of Marketing Implementation. PART II. INTEGRATING ELECTRONIC MARKETING RESOURCES. 5. An Introduction to the Internet. 6. Concept of the Virtual Store for Marketing Products and Services. 7. The Tools of Electronic Marketing Resources. 8. Segmenting and Analyzing the Target Market. 9. Integrating the Promotional Mix. PART III. IMPLEMENTING THE E-COMMERCE STRATEGY. 10. Using the Internet. 11. Web Page Design. 12. Capturing Customer Profiles and Data Management. 13. Considerations for Ongoing Customer Communications. PART IV. INTEGRATING THE MARKETING AND E-COMMERCE CONCEPT. 14. Establishing and Promoting a Virtual Store. 15. Security on the E-Commerce Site. PART V. SPECIAL TOPICS. 16. Considerations for E-Business Situations. 17. The Edge of Business-to-Business Activities. 18. Implications to the International Marketing Program. 19. The Ethics of Electronic Marketing. 20. The Future of Electronic Marketing Resources.
Author Information
Joel Reedy, BS in advertising from the University of Florida and MBA and marketing instructor at the University of South Florida in Tampa, has proven credentials in planning and execution of effective marketing programs. Before beginning his teaching career at USF in 1990, he worked as an advertising agency principal and marketing strategist for twenty years. His planning specialties included account planning, media planning, and process evaluation. While at USF, his attention has been directed toward segmentation and promotional strategies for more effective marketing performance, and he is an active user of electronic marketing tools as well as interactive technology. During his twelve years of full-time teaching at USF, Reedy has won four undergraduate teaching awards. Shauna J. Schullo is currently the computer programmer analyst manager of academic computing at the University of South Florida. She holds a BS in chemistry, a MS degree in chemical engineering, and is pursuing her doctoral degree in instructional technology. Schullo has worked in the private industry and understands the application of online technology to commerce. She also brings classroom teaching experience and training in online and Web-related tools; she is an expert in many software packages including Lotus Notes, Excel, Access, Web browsers, electronic mail programs, HTML, and survey/forms design. Schullo is proficient in Authorware, multimedia packages, networking software, and graphics programs such as Adobe Photoshop and Adobe Premiere.
