Marketing the e-Business.

By: Harris, LisaContributor(s): Dennis, CharlesMaterial type: TextTextPublication details: London : Routledge, 2002Description: xii, 355 pISBN: 9780415256018; 0415256011Subject(s): Internet marketing | Electronic commerce | Marketing | E-business | Business & Economics -- Exports & ImportsDDC classification: 658.84
Contents:
Introduction.-- 1. History, definitions and frameworks.-- 2. Marketing research.-- 3. Change management.-- 4. Strategy.-- 5. Branding.-- 6. Relationship marketing.-- 7. Multi-channel marketing.-- 8. The marketing mix.-- 9. e-Retailing.-- 10. Marketing planning.-- 11. Legal, ethical and public policy issues.-- Conclusion.
Summary: Since the much-hyped dot.com crash, treading the e-business path can be daunting. In these increasingly uncertain and cynical times, this useful text unpicks the challenges of e-Marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies. Topics include: *Multi-channel marketing strategies *Change Management *Lessons learned from the dot.com crash *Branding, e-Retail and relationship building *Digital divides, privacy and data security. Providing a new approach to the subject matter, this book analyses the benefits of e-Marketing as a tool for improving efficiency and effectiveness rather than business revolution. Considering the practicalities of marketing in an e-Business context, it is the first book of its kind to voice such a rigorous argument for the importance of e-Marketing, and a crucial text for anyone studying or practicing e-Business.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.84 HAR (Browse shelf(Opens below)) Available 010340
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Including Glossary & Index.

Introduction.--
1. History, definitions and frameworks.--
2. Marketing research.--
3. Change management.--
4. Strategy.--
5. Branding.--
6. Relationship marketing.--
7. Multi-channel marketing.--
8. The marketing mix.--
9. e-Retailing.--
10. Marketing planning.--
11. Legal, ethical and public policy issues.--
Conclusion.

Since the much-hyped dot.com crash, treading the e-business path can be daunting. In these increasingly uncertain and cynical times, this useful text unpicks the challenges of e-Marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies. Topics include:

*Multi-channel marketing strategies
*Change Management
*Lessons learned from the dot.com crash
*Branding, e-Retail and relationship building
*Digital divides, privacy and data security.

Providing a new approach to the subject matter, this book analyses the benefits of e-Marketing as a tool for improving efficiency and effectiveness rather than business revolution. Considering the practicalities of marketing in an e-Business context, it is the first book of its kind to voice such a rigorous argument for the importance of e-Marketing, and a crucial text for anyone studying or practicing e-Business.

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