E-Marketing
Author: Judy Strauss
The 5th edition of E-Marketing treats the subject as traditional marketing with a twist: the Internet and other technologies have had a profound effect on the way we do business. This transformation has resulted in new business techniques that add customer value, build customer relationships, and increase company profitability.
Stressing product, pricing, distribution, and promotion, the authors use a strategic perspective and give 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.
For anyone interested in learning more about electronic marketing, this is an excellent handbook; its comprehensive glossary makes this a must-have reference.
Table of Contents:
Pt. 1 E-Marketing in Context 1
Ch. 1 Past, Present, and Future 3
Ch. 2 Strategic E-Marketing and Performance Metrics 23
Ch. 3 The E-Marketing Plan 44
Pt. 2 E-Marketing Environment 59
Ch. 4 A World of E-Marketing Opportunities 61
Ch. 5 Ethical and Legal Issues 90
Pt. 3 E-Marketing Strategy 115
Ch. 6 E-Marketing Research 117
Ch. 7 Consumer Behavior Online 152
Ch. 8 Segmentation and Targeting Strategies 171
Ch. 9 Differentiation and Positioning Strategies 194
Pt. 4 E-Marketing Management 209
Ch. 10 Product: The Online Offer 211
Ch. 11 Pricing: The Online Value 231
Ch. 12 The Internet for Distribution 254
Ch. 13 E-Marketing Communication Tools 281
Ch. 14 New Digital Media 320
Ch. 15 Customer Relationship Management 350
App. A Internet Penetration Worldwide in 2007 384
App. B 50 Social Media Sites Every Marketer Needs 390
App. C Glossary 394
App. D References 410
Index 417
Book about: Java Programming for the Absolute Beginner or Cmmi and Six SIGMA
Data Manipulation with R
Author: Phil Spector
Since its inception, R has become one of the preeminent programs for statistical computing and data analysis. The ready availability of the program, along with a wide variety of packages and the supportive R community make R an excellent choice for almost any kind of computing task related to statistics. However, many users, especially those with experience in other languages, do not take advantage of the full power of R. Because of the nature of R, solutions that make sense in other languages may not be very efficient in R. This book presents a wide array of methods applicable for reading data into R, and efficiently manipulating that data.
In addition to the built–in functions, a number of readily available packages from CRAN (the Comprehensive R Archive Network) are also covered. All of the methods presented take advantage of the core features of R: vectorization, efficient use of subscripting, and the proper use of the varied functions in R that are provided for common data management tasks.
Most experienced R users discover that, especially when working with large data sets, it may be helpful to use other programs, notably databases, in conjunction with R. Accordingly, the use of databases in R is covered in detail, along with methods for extracting data from spreadsheets and datasets created by other programs. Character manipulation, while sometimes overlooked within R, is also covered in detail, allowing problems that are traditionally solved by scripting languages to be carried out entirely within R. For users with experience in other languages, guidelines for the effective use of programming constructs like loops are provided. Since many statistical modelingand graphics functions need their data presented in a data frame, techniques for converting the output of commonly used functions to data frames are provided throughout the book.
Using a variety of examples based on data sets included with R, along with easily simulated data sets, the book is recommended to anyone using R who wishes to advance from simple examples to practical real–life data manipulation solutions.
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