TY  - BOOK
AU  - Harris, Lisa.
AU  - Dennis, Charles.
TI  - Marketing the e-Business
SN  - 9780415256018
U1  - 658.84 
PY  - 2002///
CY  - London : 
PB  - Routledge, 
KW  - Internet marketing.
KW  - Electronic commerce
KW  - Marketing.
KW  - E-business
KW  - Business & Economics -- Exports & Imports
N1  - 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
N2  - 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
ER  -