Marketing the e-Business
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.
- Copyright:
- 2002 Routledge
Book Details
- Book Quality:
- ISBN-13:
- 9781134520275
- Publisher:
- Taylor and Francis
- Date of Addition:
- 2018-01-05T09:51:27Z
- Language:
- English
- Categories:
- Usage Restrictions:
- This is a copyrighted book.