Marketing the e-Business - Routledge eBusiness (Paperback)
  • Marketing the e-Business - Routledge eBusiness (Paperback)

Marketing the e-Business - Routledge eBusiness (Paperback)

Paperback Published: 05/09/2002
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Since the much-hyped 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 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.

Publisher: Taylor & Francis Ltd
ISBN: 9780415256018

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