Marketing the e-business / Lisa Harris and Charles Dennis.

Format:

Book

Author/Creator:

Harris, Lisa, 1968-

Series:

Routledge e-business series.

Routledge e-business series

Language:

English

Subjects (All):

Internet marketing.

Electronic commerce.

Physical Description:

1 online resource (368 p.)

Edition:

1st ed.

Place of Publication:

London : Routledge, 2002.

Language Note:

English

Summary:

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 n

Contents:

Cover; Marketing the e-Business; Copyright; Contents; List of illustrations; List of contributors; Acknowledgements; List of abbreviations; Introduction; 1. History, definitions and frameworks; 2. Marketing research; 3. Change management; 4. Strategy; 5. Branding; 6. Relationship marketing; 7. Multi-channel marketing; 8. The marketing mix; 9. e-Retailing; 10. Marketing planning; 11. Legal, ethical and public policy issues; Conclusion; Glossary; References; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

1-134-52027-1

0-429-22907-0

0-415-25601-1

1-134-52028-X

1-280-04645-7

0-203-16696-5

9780429229077

OCLC:

252881989