Traditional marketing coverage with an e-marketing twist. Strauss/Frost offers traditional marketing coverage with a twist: its focus is on the Internet and other technologies that have had a profound affect on marketing. The sixth edition focuses more on e-marketing strategy and practice, and less on principles of marketing refresher material.

Part 1 E-Marketing in Context
Chapter 1 Past, Present, and Future
Chapter 2 Strategic E-Marketing and Performance Metrics
Chapter 3 The E-Marketing Plan

Part 2 E-Marketing Environment
Chapter 4 Building Inclusive E-Markets
Chapter 5 Ethical and Legal Issues

Part 3 E-Marketing Strategy
Chapter 6 E-Marketing Research
Chapter 7 Consumer Behavior Online
Chapter 8 Segmentation, Targeting, Differentiation, and Positioning Strategies

Part 4 E-Marketing Management
Chapter 9 Product: The Online Offer
Chapter 10 Price: The Online Value
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