Marketing the e-Business (Routledge eBusiness) - Hardcover

Dennis, Charles; Harris, Lisa

Hardcover

ISBN 10: 0415256003 ISBN 13: 9780415256001

Publisher: Routledge, 2002

Synopsis

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.

About this title

About the Author:

Lisa Harris is Lecturer in Marketing, and the founder of the e-Commerce Research Group at the School of Business & Management, Brunel University. She is also the organiser of the inter-departmental BSc in eCommerce.
Charles Dennis is a Chartered Marketer and a lecturer in Marketing and Retail Management. He is an approved consultant for the Institute of Marketing.

Review:

'Marketing the e-Business can be recommended. [It] has a sound structure, clear content and a good range of learning features including case studies.' - Dave Chaffey, Times Higher Education Supplement

About this edition

• Publisher: Routledge
• Publication date: 2002
• ISBN 10: 0415256003
• ISBN 13: 9780415256001
• Binding: Hardcover
• Number of pages: 368