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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.
| Autorius: | Charles Dennis, Lisa Harris, |
| Leidėjas: | Routledge |
| Išleidimo metai: | 2002 |
| Knygos puslapių skaičius: | 368 |
| ISBN-10: | 0415256003 |
| ISBN-13: | 9780415256001 |
| Formatas: | 240 x 161 x 24 mm. Knyga kietu viršeliu |
| Kalba: | Anglų |
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