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Marketing the e-Business By Charles Dennis

Marketing the e-Business by Charles Dennis

Condition - Very Good
$20.89
Only 2 left

Summary

How to improve marketing effectiveness through electronic means. Looks at the main marketing themes (product, price, promotion, place) and the bigger 'e' considerations, for example legislation, data protection and ethics.

Marketing the e-Business Summary

Marketing the e-Business by 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.

Marketing the e-Business Reviews

'Marketing the e-Business can be recommended. [It] has a sound structure, clear content and a good range of learning features including case studies.' - Dave Chaffey, Times Higher Education Supplement

About Charles Dennis

Lisa Harris is Lecturer in Marketing, and the founder of the e-Commerce Research Group at the School of Business & Management, Brunel University. She is also the organiser of the inter-departmental BSc in eCommerce. Charles Dennis is a Chartered Marketer and a lecturer in Marketing and Retail Management. He is an approved consultant for the Institute of Marketing.

Table of Contents

Introduction 1. Background and History of the Web 2. Marketing Research 3. Marketing Strategy 4. Branding 5. Innovation and Change Management 6. eMix: Product/Service 7.eMix: Price 8. eMix: Promotion 9. eMix: Place/eLogistics 10. Implementation 11. Big 'e' Considerations 12. Planning 13. Case Studies

Additional information

GOR002042181
9780415256018
0415256011
Marketing the e-Business by Charles Dennis
Used - Very Good
Paperback
Taylor & Francis Ltd
2002-09-05
368
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Marketing the e-Business