Written by leading players in both industry and academia, Electronic Marketing: Theory and Practice for the 21st Century provides a broad, but sound overview of this rapidly changing field. Targeted at students and practitioners who already understand basic marketing concepts, the book includes the latest discussion of Relationship Marketing and CRM as well a chapter on Improving Sales Force Effectiveness. INDICE PART I: THE ELECTRONIC MARKETING REVOLUTION 1. The emergence of electronic marketing 2. The rapid rise of electronic commerce 3. E-commerce business models PART II: GETTING TO KNOW THE CUSTOMER 4. Conducting market research 5. Creating customer insight PART III: MANAGING THE CUSTOMER RELATIONSHIP 6. Creating the customer database 7. Direct marketing and database marketing 8. Relationship marketing and CRM systems PART IV: DEVELOPING THE CUSTOMER OFFERING 9. Getting the product to market 10. Pricing in the electronic age 11. Distributing the product in the electronic age 12. Promoting to markets of one PART V: DELIVERING THE OFFERING TO THE CUSTOMER 13. Improving sales force effectiveness 14. Delivering customer service and support 15. Developing electronic marketing systems that work