technologies have had a profound effect on the way we do business. This transformation has resulted in new business models that add customer value, build customer relationships, and increase company profitability. Stressing product, pricing, distribution, and promotion, the authors have tightened their presentation by using a strategic perspective and giving many important practices not covered in previous editions: namely, blogs, social networking, online branding, and search marketing. Point-of-purchase scanning devices, databases, and other offline technologies are discussed.




Q: What are the most recent applications of e-Marketing in practice that you like to cover in your course?

A: E-Marketing, 4e is right on top of covering the latest topics, and integrating them as appropriate into the traditional marketing framework.

Coverage of Latest Topics: CRM (Customer Relationship Management), the Semantic Web, blogs, social networking, online branding, search marketing, point-of-purchase scanning devices, databases, and other offline technologies are discussed.

Q: How capable are your students of making connections between various topics, or do they tend to see each topic as isolated? Do they tend to view e-Marketing itself as a different form of marketing versus simply an evolution of traditional marketing?

A: E-Marketing, 4e makes a special effort to illustrate (graphically) connections between topics. It als opresents e-Marketing as simply one part of the larger marketing picture.

Use of Unique e-Marketing "Graphical Frameworks" (visual models) n each chapter to illustrate how one concept is related to another within a chapter, and from one chapter to another.



E-marketing as part of the larger picture: presents electronic marketing as part of the larger set of concepts and theories in the marketing discipline, giving students new terminology in traditional frameworks, thereboy allowing for greater understanding.

OTHER KEY POINTS OF DIFFERENTIATION



NEW: Performance Metrics are now covered in strategy chapters, demonstrating to students that marketing peformance over the internet can and should be measured.

A global perspectiveDescribes market developments in both emerging and developed nations. This enables students to learn much from industrialized nations that lead in certain technologies, such as wireless Internet access.

Key terms are consistently presented in bold text in each chapter, allowing students to understand which terms are most important.

Review and discussion questions are included at the end of each chapter, enabling students to become actively engaged in the material, enhancing learning.

Glossary: contains a comprehensive e-marketing terms glossarythe only one of its kind on the market, giving students an incredible amount of new terminology spawned by the Internet, making this an invaluable reference.




New to this Edition
NEWNew visual modelsShows concept relationships for each part and chapter in this edition.

~Shows students that electronic strategies are more likely to succeed if selected using the marketing planning process, especially as the Internet continues to change.

NEWCutting-edge business strategies and performance metricsReflects current practice.

~Shows students techniques that generate revenue while delivering customer value.