Marketing the e-Business
Lisa Harris, Charles Dennis
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.
Kateqoriyalar:
İl:
2002
Nəşr:
1
Nəşriyyat:
Routledge
Dil:
english
Səhifələr:
240
ISBN 10:
0415256003
ISBN 13:
9780415256001
Seriyalar:
Routledge e-Business
Fayl:
PDF, 1.54 MB
IPFS:
,
english, 2002