- Paperback: 368 pages
- Publisher: Routledge; 1 edition (5 Sep 2002)
- Language English
- ISBN-10: 0415256011
- ISBN-13: 978-0415256018
- Product Dimensions: 22.1 x 17.4 x 1.7 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 850,452 in Books (See Top 100 in Books)
- See Complete Table of Contents
Marketing the e-Business (Routledge eBusiness)
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More About the Author
Product Description
Review
'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
Product Description
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.
Inside This Book
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First Sentence
The aim of this book is to demonstrate to both marketing students and practitioners how marketing efficiency and effectiveness can be improved through the use of the Internet. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index
The aim of this book is to demonstrate to both marketing students and practitioners how marketing efficiency and effectiveness can be improved through the use of the Internet. Read the first page
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Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews
4.0 out of 5 stars
Finally an academic book that is NOT boring!!!!,
By shradha [patel (Uxbridge, Middlesex, United Kingdom) - See all my reviews
This review is from: Marketing the e-Business (Routledge eBusiness) (Paperback)
An excellent academic book that you actually enjoy reading rather than just boring theory. This book gives you theory and case studies to back it up, so you get the real concept rather than just theory. Im not a fan of reading academic books as i find the written English to be too technical BUT the written language in this book is easy to grasp and understand. Not too much jargon and what more a glossary at the back to help you.....
4.0 out of 5 stars
Like learning without the pain...,
This review is from: Marketing the e-Business (Routledge eBusiness) (Paperback)
There has been much written and said regarding electronic commerce but few books describe principles quite so accurately and in such a useful manner. I use this book for reference and instruction, and the historical content is actually a lot more interesting than I ever gave it credit for. There are very useful case studies which are thoughtfully distributed throughout and serve to re-inforce the dialog well. In short, if you want to learn about electronic commerce buy a copy and if you work in electronic commerce (as I do) then buy a copy and keep it in your desk.
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