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Marketing the e-Business

Marketing the e-Business
Marketing the e-Business
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.
0415256011
Routledge
Dennis, Charles
5e218bff-7d6a-41eb-867e-e13727bf7103
Harris, Lisa
cf587c06-2cf7-49e6-aef8-c9452cbff529
Dennis, Charles
5e218bff-7d6a-41eb-867e-e13727bf7103
Harris, Lisa
cf587c06-2cf7-49e6-aef8-c9452cbff529

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

Record type: Book

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.

Full text not available from this repository.

More information

Published date: 5 September 2002

Identifiers

Local EPrints ID: 47672
URI: http://eprints.soton.ac.uk/id/eprint/47672
ISBN: 0415256011
PURE UUID: 90b51935-5226-4e60-9555-026953d86e49

Catalogue record

Date deposited: 07 Aug 2007
Last modified: 17 Jul 2017 15:03

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Contributors

Author: Charles Dennis
Author: Lisa Harris

University divisions

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