Page 287 - E-Bussiness and E-Commerce Management Strategy, Implementation, and Practice

M05_CHAF9601_04_SE_C05.QXD:D01_CHAF7409_04_SE_C01.QXD 16/4/09 11:12 Page 254

8 E-marketing p 412

What is e-marketing? Actions
E-marketing planning Control
Situation analysis Focus on …
Objective setting Characteristics of new media
Strategy marketing communications
Tactics Online branding

9 Customer relationship management p 481

What is e-CRM? Technology solutions for
Conversion marketing CRM
The online buying process Focus on …
Customer acquisition Marketing communications
management for customer acquisition
Customer retention Excelling in e-commerce
management service quality
Customer extension