The book covers all of the important aspects of online marketing, including the areas associated with buying behaviour in virtual environment, online search and online purchasing search, online advertising, web PR, online reputation management, viral marketing, social media marketing, eMarketing strategy, market research, mobile marketing, and customer relationship management. The book also features summaries,learning objectives and discussion points for each chapter, as well as, glossary and index.
The purpose of this book is to share practical, relevant, and effective e-marketing optimization tips for online store. In a short period of time, e-shopping has become a facet of electronic marketing that cannot be ignored. With some enthusiastic adopters of digital technologies now achieving the majority of their sales and customer service on-line, many organizations are examining how they can best make use of this new medium.
This book proposes an integrative approach addressing a mix of key managerial issues in the field of Electronic Marketing; Introduction of E-Business, Types of E-Business Application,Internet value chain, Various aspects of Virtual value chain issues not only of academic interest but of practical marketing significance, involving fundamental questions andchallenges in the networked global marketplace.
About The Author
Dr. Bijal Zaveri Amin is currently Director of Parul Institute of Engineering and Technology (MBA Programme), affiliated toGujarat Technological University, Ahmedabad. She has 8 years of teaching and 1 year of Industry experience. She currently teaches Marketing Management programmes at Parul Institute of Engineering and Technology (MBA Programme). She is working as a visiting faculty at M S University, Baroda, Post Graduate Diploma, Evening Programme. She did her Ph.D from M SUniversity Baroda in the area of Online Marketing. Her research Interest includes Marketing, Advertisement, Communication and E-commerce.
TABLE OF CONTENTS : -
· Marketing perspective in the internet age: e-Marketing
· E-marketing-mix: marketing mix in internet era
· The e-consumer perspective: typology of e-buyers and adoption process in
· Electronic environment
· E-buyer behaviour in electronic environment
· E-buying and online customer experience & CRM
· E-branding: branding in electronic era
· Case Studies