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E-Marketing
Theory and Application
By Stephen Dann and Susan Dann



Table of contents

PART 1: INTRODUCTION AND OVERVIEW

  1. E-marketing
  2. Marketing and E-marketing in Context
PART 2: E-MARKETING FRAMEWORKS

  1. Consumer Behaviour
  2. Value Creation
  3. Communication of Value
  4. Delivering Value for Benefit
PART 3: E-MARKETING APPLICATIONS

  1. Web 2.0 and Social Media Marketing
  2. Community Online
  3. Mobile Marketplace
  4. Alternative Channels: E-marketing Beyond the Web
PART 4: STRATEGIC ISSUES IN E-MARKETING

  1. Marketing Strategy
  2. Planning for Emerging Markets
  3. Implementation Issues for E-marketing
PART 5: FUTURE DIRECTIONS

  1. Applications for Business and Non-business
  2. Law, Ethics and Society: the Social Impact of E-marketing
  3. Projections and Predictions


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