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E-marketing & E-commerce – Concepts, outils, pratiques, 2e Ed

Author

Listed:
  • Thomas Stenger

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Stéphane Bourliataux‐lajoinie

    (IAE Tours Val de Loire - Institut d'Administration des Entreprises (IAE) - Tours Val de Loire)

Abstract

Cette nouvelle édition propose un panorama clair et complet des dernières évolutions du e-marketing. Elle met en évidence les enjeux, les outils et les concepts essentiels à la pratique de l'e-marketing et de l'e-commerce : orientation client, médias sociaux, publicité en ligne, référencement, achat en ligne, développement international et web dans les BRIC, études en ligne, tracking, géolocalisation... Tout en privilégiant l'aspect marketing, les auteurs, enseignants-chercheurs, proposent les éclairages indispensables offerts par le management des systèmes d'information, la sociologie, l'histoire et les sciences de la communication.

Suggested Citation

  • Thomas Stenger & Stéphane Bourliataux‐lajoinie, 2014. "E-marketing & E-commerce – Concepts, outils, pratiques, 2e Ed," Post-Print hal-02535441, HAL.
    • Handle: RePEc:hal:journl:hal-02535441
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