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Macmillan Higher Education Palgrave Higher Education


Theory and Application

ISBN 9780230203969
Publication Date February 2011
Formats Paperback Ebook 
Publisher Palgrave

Combining academic rigour and practical application, E-Marketing brings together a theoretical framework from academic peer reviewed literature with contemporary developments in internet technology. Considering marketing theory and practice, the text demonstrates how conceptual frameworks can be applied to the e-marketing environment.

STEPHEN DANN is Senior Lecturer in Marketing at the Australian National University College of Business& Economics, Canberra, Australia. He is the co-author, with Susan Dann,of four previous marketing textbooks. He was the recipient of the 2010 Pearson ANZMAC Emerging Marketing Educator prize.

SUSAN DANN is now a freelance writer and consultant, having previously held many academic posts in Australia and served as Director of the Australian Marketing Institute. She has written widely, including those texts co-authoredwith Stephen.

PART 1: INTRODUCTION AND OVERVIEW.- E-marketing.- Marketing and E-marketing in Context.- PART 2: E-MARKETING FRAMEWORKS.- Consumer Behaviour.- Value Creation.- Communication of Value.- Delivering Value for Benefit.- PART 3: E-MARKETING APPLICATIONS.- Web 2.0 and Social Media Marketing.- Community Online.- Mobile Marketplace.- Alternative Channels: E-marketing Beyond the Web.- PART 4: STRATEGIC ISSUES IN E-MARKETING.- Marketing Strategy.- Planning for Emerging Markets.- Implementation Issues for E-marketing.- PART 5: FUTURE DIRECTIONS.- Applications for Business and Non-business.- Law, Ethics and Society: the Social Impact of E-marketing.- Projections and Predictions.


'The topics are organized in a clear and coherent way...the author presents a comprehensive foundation of e-marketing and places special attention on the most recent developments in the Web 2.0 domain.' - Jennifer Rowley, Professor of Marketing and Information Management, University of Wales,UK'The strength of the book is that it focuses on issued faced by e-commerce marketers and the applications of technology in contemporary marketing.' - Alan Charlesworth, University of Sunderland, UK 'It is an excellent book for marketers eager to learn how to operate and adapt in a constantly changing and technology-dominated marketplace where for the first time in modern history the initiative and the market power rest in the hands of the customer.' - Efthymios Constantinides, University of Twente, The Netherlands 'Dann & Dann have produced a thoroughly accessible resource on e-marketing - not just in terms of language and style, but by providing a comprehensive review of the technologies as well as marketing fundamentals.' - Joanne Jacobs, Social Media Expert Consultant
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