TOC: Elec Mar
Introduction
Electronic Marketing, A textbook by Charles Hofacker
: : : Posting
Electronic Marketing
A textbook by Charles Hofacker
Version 090630 differs from the previous version in terms of the addition of a chapter on strategy, Chapter 24.
Evaluation copies available on request. Please use a university email account and send to chofack@cob.fsu.edu.
Book available for sale at
Preface
Acknowledgements
Section I. Marketing and Electronic Networks
Chapter 1. What Is Electronic Marketing?
Chapter 2. Electronic Service
Chapter 3. Internet Design and Philosophy
Chapter 4. Observational and Experimental Data
Chapter 5. Legal and Ethical Aspects of E-Marketing
Chapter 6. Internal Company Operations
Section II. The Electronic Network as a Communications Medium
Chapter 7. Consumer-Business Relationships
Chapter 8. Business-Business Relationships
Chapter 9. The Online Audience
Chapter 10. Human Information Processing
Chapter 11. Visual Design Practice
Chapter 12. Writing for the Web
Chapter 13. Web Site Structure
Chapter 14. Interactive Advertising
Section III. The Electronic Network as a Distribution Channel
Chapter 15. Consumer Problem Solving Online
Chapter 16. Consumer Search
Chapter 17. Channels and Direct Channels
Chapter 18. Selling Strategy
Chapter 19. Hubs and Auctions
Chapter 20. Information versus Inventory
Section IV. The Electronic Network as a Connection Service
Chapter 21. Firm-Generated Content
Chapter 22. User-Generated Content
Chapter 23. Virtual Communities
Chapter 24. Strategy in a Networked World
Chapter 25. The Future of E-Marketing
Index