Marketing the e-Business. 2nd edition

Harris, Lisa and Dennis, Charles (2007) Marketing the e-Business. 2nd edition (Routledge eBusiness), London, UK. Routledge, 368pp.

Abstract

E-marketing is rapidly growing in significance and is having a direct impact upon traditional marketing strategy and operations. It requires planning and innovation to make it work, implying organizational commitment and effective management, supported by technology, process and structure.
Fully updated to reflect the latest developments in e-marketing, 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. This updated edition features coverage of such emerging topics as:
Mobile marketing Social networking and blogging as marketing issues E-segmentation Customer relationship marketing online
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 simply business revolution. Written in a student-friendly style and fully enhanced with such pedagogical features as topic maps, boxed examples, and discussion questions, the book is ideal for use with students. Considering the practicalities of marketing in an e-Business context, in its first edition this was the first book of its kind to voice such a rigorous argument for the importance of e-Marketing.

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