Marketing the e-Business
- ISBN-10
- 1134520271
- ISBN-13
- 9781134520275
- Series
- Marketing the E-business
- Category
- Business & Economics
- Pages
- 368
- Language
- English
- Published
- 2003-09-02
- Publisher
- Routledge
- Authors
- Lisa Harris, Charles Dennis
Description
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.
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