Marketing the e-Business, Paperback Book

Marketing the e-Business Paperback

Part of the Routledge eBusiness series

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.

Information

  • Format: Paperback
  • Pages: 368 pages
  • Publisher: Taylor & Francis Ltd
  • Publication Date:
  • Category: E-commerce: business aspects
  • ISBN: 9780415256018

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£40.99

 
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