This book presents e-marketing planning and marketing mix tactics from a strategic and tactical perspective. Part 1 begins with the setting the context for market planning. Part 2 discusses legal and global environments. Part 3 begins the e-marketing strategy discussion in depth, and part 4 continues with marketing mix and customer relationship management strategy and implementation issues.

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Contemporary Issues in Management
Omkar Mishra
19032 (Division: A)
Book review: E- Marketing
Author: Judy Strauss and Raymond D. Frost
Paperback: 452 pages; Price: Rs795
Publisher: Rutledge; seventh edition (October 20, 2018)
Language: English
ISBN-10: 1138731374
ISBN-13: 978-1138731370
Product Dimensions: 7 x 1 x 10 inches

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This book presents e-marketing planning and marketing mix tactics from a strategic and tactical
perspective. Part 1 begins with the setting the context for market planning. Part 2 discusses legal and
global environments. Part 3 begins the e-marketing strategy discussion in depth, and part 4 continues
withmarketingmix andcustomerrelationshipmanagementstrategyandimplementationissues.
The internet, combined with other information technologies, created many interesting and
innovative ways to provide customer value since its inception in 1969. Social media for
marketing communication, commerce and customer support; one-to-one communication to
many different receiving devices; mobile computing; search engine optimization; consumer
behavior insight based on of line and online data combinations; inventory optimization through
CRM-SCM integration; a single minded focus on ROI and associated performance metrics and
the expulsion of social media are all on the cutting edge of e-marketing.
“Tipping point” is a phrase popularized by Malcolm Gladwell in a book “The tipping point”. A
tipping point is that moment when an emerging trend or phenomenon becomes so big that it
becomes irreversible. A tipping point changes the balance of things forever; there is no going
back. Computer, mobile phone technology, along with rapid development of broadband and
the E-marketing are changing the way markets access and understand information, products
and services.
Then the advent of social media appeared holding, holding markets to their Holy Grail that
customer needs and wants are paramount. Blogs, social networks (such as Facebook, Twitter,
and LinkedIn), micro blogs (such as Tumblr), and online communities (such as YouTube and
ePinions.com) give consumers the opportunity to be heard in a large numbers and to begin
controlling brand conversations. “A.C. Nielsean and others have discovered that consumers
trust each other more than they trust companies, fueling the growth of social media and
sending more traffic to some web sites than Google”.

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The book connects digital marketing topics to the traditional marketing framework, making it
easier for students to grasp the concepts and strategies involved in developing a digital
marketing plan. With a strategic approach that focuses on performance metrics and
monitoring, it is a highly practical book. The authors recognize that the digital landscape is
constantly and rapidly changing, and the book is structured to encourage students to explore
the digital space, and to think critically about their own online behavior.
"Success stories," "trend impact," and "let’s get technical" boxes, as well as online activities at
the end of each chapter provide undergraduate students with everything they need to be
successful in creating and executing a winning digital marketing strategy.
Here are some things in this book that may help your learning of e-marketing concepts:
 Marketing concepts: Production Concept
Product Concept
Selling Concept
Marketing Concept
Social marketing Concept
 Best practices from real companies
 Graphical frameworks in each chapter

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This is not a typical book because the internet is quickly and ever-changing landscape. To be
successful in this course, read and study the material and then go online to learn more about
topics that interest you. Think about your use of the internet, the iPhone, iPad, android and
other technologies and how e-marketers use them to gain your attention, interest, and dollars.
Next time you visit Facebook.com, see what kinds of ads are there and think about why they
are shown to you and not to some of your friends.
To do this, marketers learn how to engage and listen to buyers, and use what they learn to
improve their offerings. This book tells you how to do this so, anyone interested?
About the Author
Judy Strauss is Associate Professor of Marketing at the University of Nevada, Reno. She is an
award winning author of 12 books and numerous academic papers in Internet marketing,
advertising, and marketing education. She has had many years of professional experience in
marketing, serving as entrepreneur and marketing director of two firms. Strauss earned a
doctorate in marketing at Southern Illinois University, and a finance M.B.A. and marketing B.B.A.
at University of North Texas. While writing this book Strauss was ill, and while reading this book
he is no more with us.
Raymond D. Frost is a Professor of Management Information Systems at Ohio University. He has
published scholarly papers in the information systems and marketing fields and is an associate
editor of The Journal of Database Management. Dr. Frost earned a doctorate in business
administration and an M.S. in computer science at the University of Miami (Florida), and received
his B.A. in philosophy at Swarthmore College.