Marketing the e-Business

di Charles Dennis (Autore)

Lisa Harris (Autore)

Taylor & Francis Ltd, 2002

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.

• Autore: Charles Dennis, Lisa Harris
• Editore: Taylor & Francis Ltd
• Collana: Routledge eBusiness
• Anno: 2002
• Rilegatura: Hardback
• Pagine: 368 p.
• Dimensioni: 234 x 156 mm
• Peso: 657 gr.
• EAN: 9780415256001

Testo in English