目次

Part I: E-Marketing in Context　 1. Past, Present, and Future 2. Strategic E-Marketing and Performance Metrics 3. The E-Marketing Plan　 Part II: E-Marketing Environment　 4. Global E-Marketing 3.0 5. Ethical and Legal Issues　 Part III: E-Marketing Strategy　 6. E-Marketing Research 7. Consumer Behavior Online 8. Segmentation, Targeting, Differentiation, and Positioning Strategies Part IV: E-Marketing Management　 9. Product: The Online Offer 10. Price: The Online Value 11. The Internet for Distribution 12. E-Marketing Communication: Owned Media 13. E-Marketing Communication: Paid Media 14. E-Marketing Communication: Earned Media 15. Customer Relationship Management Appendix A Internet Penetration Worldwide as of June 30, 2017 Appendix B References