Marketing the e-Business


Dennis, Charles and Harris, Lisa (2002) Marketing the e-Business, London, UK; New York, USA, Routledge, 368pp. (Routledge eBusiness).

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Description/Abstract

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.

Item Type: Book
ISBNs: 9780415256001 (print)
9780415256018 (print)
0415256003 (print)
0415256011 (print)
Related URLs:
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ePrint ID: 47672
Date :
Date Event
5 September 2002Published
Date Deposited: 07 Aug 2007
Last Modified: 16 Apr 2017 18:29
Further Information:Google Scholar
URI: http://eprints.soton.ac.uk/id/eprint/47672

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