Marketing the e-Business (Routledge eBusiness) - Softcover

Lisa Harris; Charles Dennis

Softcover

ISBN 10: 0415965012 ISBN 13: 9780415965019

Publisher: Routledge, 2008

Synopsis

E-marketing is rapidly growing in significance and is having a direct impact upon traditional marketing strategy and operations. It requires planning and innovation to make it work, implying organisational commitment and effective management, supported by appropriate technology, process and structure.

Fully updated to reflect the latest developments in e-marketing, Marketing the eBusiness, Second Edition 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. This updated edition features coverage of such emerging topics as:

Mobile marketing
Social networking and blogging
E-segmentation
Customer relationship marketing online

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 promising business revolution. Written in a student-friendly style and fully enhanced with such pedagogical features as topic maps, boxed examples and discussion questions, the book is ideal for use by students.

About this title

About the Author

Lisa Harris is a Senior Lecturer at the University of Southampton School of Management, UK.

Charles Dennis is a Senior Lecturer of Marketing and Retail Management in the Brunel Business School at Brunel University, UK.

Edition details

• Publisher: Routledge
• Publication date: 2008
• Language: English
• ISBN 10: 0415965012
• ISBN 13: 9780415965019
• Binding: Paperback
• Edition number: 2
• Number of pages: 368