Marketing the e-Business.
Material type: TextPublication details: London : Routledge, 2002Description: xii, 355 pISBN: 9780415256018; 0415256011Subject(s): Internet marketing | Electronic commerce | Marketing | E-business | Business & Economics -- Exports & ImportsDDC classification: 658.84Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
Reference Books | Main Library Reference | Reference | 658.84 HAR (Browse shelf(Opens below)) | Available | 010340 |
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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