Marketing the e-Business Paperback
Part of the Routledge eBusiness series
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.
- Format: Paperback
- Pages: 368 pages
- Publisher: Taylor & Francis Ltd
- Publication Date: 05/09/2002
- Category: E-commerce: business aspects
- ISBN: 9780415256018
- Paperback from £41.99
- Hardback from £110.69
- PDF from £26.99
- EPUB from £35.09