Items related to Marketing the e-Business (Routledge eBusiness)

Marketing the e-Business (Routledge eBusiness) - Softcover

Dennis, Charles; Harris, Lisa

 
9780415256018: Marketing the e-Business (Routledge eBusiness)
Softcover
ISBN 10: 0415256011 ISBN 13: 9780415256018
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.

"synopsis" may belong to another edition of 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.

"About this title" may belong to another edition of this title.

Publisher
Routledge
Publication date
2002
Language
English
ISBN 10 
0415256011
ISBN 13 
9780415256018
Binding
Paperback
Edition number
1
Number of pages
368