Ian Chaston E-Marketing Strategy

ISBN 13: 9780077097530

E-Marketing Strategy

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9780077097530: E-Marketing Strategy
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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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About the Author:

Ian Chaston is a Reader in Management at Plymouth Business School and Professor in Entrepreneurship at UIT, New Zealand.

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