This is a concise, practical and contemporary introduction to the core concepts of e-marketing strategy, designed to provide students with an understanding of how e-marketers can use marketing management concepts to guide the effective operation of e-commerce strategies. This text examines the impact of e-commerce, e-buyer behaviour, positioning, competitive advantage and promotion on the web, and provides guidance on developing successful e-marketing plans. This book is pedagogically-enhanced throughout, with illustrative examples, case studies and assessment material.
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Ian Chaston is a Reader in Management at Plymouth Business School and Professor in Entrepreneurship at UIT, New Zealand.
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Book Description McGraw-Hill Publishing Co., 2000. Paperback. Book Condition: New. book. Bookseller Inventory # 007709753X