MARKETING THE E-BUSINESS L. HARRIS CH. DENNIS

18-10-2014, 15:52
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Koniec: 18-10-2014 15:56:17

Dodatkowe informacje:
Stan: Nowy
Okładka: miękka
Rok wydania (xxxx): 2002
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MARKETING THE E-BUSINESS L. HARRIS CH. DENNIS

WYDAWNICTWO ROUTLEDGE WYDANIE I 355 STRON

'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

Providing a new approach to the subject matter, Marketing the e-Business 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. It 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 in the real bricks 'n' clicks world.

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.