by David Meerman Scott
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by Mark N.K. Saunders
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Product Description
Product Description
A concise, practical and contemporary introduction to the core concepts of E-Marketing Strategy, designed to provide students with an understanding of how e-marketers can use marketing management concepts to guide the effective operation of e-commerce strategies. This text examines the impact of e-commerce, e-buyer behaviour, positioning, competitive advantage and promotion on the web, and provides guidance on developing successful e-marketing plans. Pedagogically-enhanced throughout with illustrative examples, case studies and assessment material.
From the Publisher
Current European/UK cases and examples make this text unique in the market
Text contains open chapter learning objectives, key terms and definitions, URLs, cases, further reading/references and chapter summaries
Assessment material to test student's understanding, including end of chapter exercises
Extensive web resources on OLC featuring "Strategy Simulation" exercise for students, lecture guides/notes and PowerPoint slides for lecturers
Cases on the web will be regularly updated to reflect the rapid development of e-business
See all Product Description
A concise, practical and contemporary introduction to the core concepts of E-Marketing Strategy, designed to provide students with an understanding of how e-marketers can use marketing management concepts to guide the effective operation of e-commerce strategies. This text examines the impact of e-commerce, e-buyer behaviour, positioning, competitive advantage and promotion on the web, and provides guidance on developing successful e-marketing plans. Pedagogically-enhanced throughout with illustrative examples, case studies and assessment material.
From the Publisher
Current European/UK cases and examples make this text unique in the market
Text contains open chapter learning objectives, key terms and definitions, URLs, cases, further reading/references and chapter summaries
Assessment material to test student's understanding, including end of chapter exercises
Extensive web resources on OLC featuring "Strategy Simulation" exercise for students, lecture guides/notes and PowerPoint slides for lecturers
Cases on the web will be regularly updated to reflect the rapid development of e-business
See all Product Description
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