Marketing the e-Business

by Charles Dennis, Lisa Harris

Overview

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 in

Product Details

ISBN-13:	9781134520275
Publisher:	Taylor & Francis
Publication date:	09/12/2002
Series:	Routledge eBusiness
Sold by:	Barnes & Noble
Format:	eBook
Pages:	368
File size:	9 MB

About the Author

Lisa Harris is Lecturer in Marketing, and the founder of the e-Commerce Research Group at the School of Business & Management, Brunel University. She is also the organiser of the inter-departmental BSc in eCommerce.
Charles Dennis is a Chartered Marketer and a lecturer in Marketing and Retail Management. He is an approved consultant for the Institute of Marketing.

Table of Contents

Introduction 1. Background and History of the Web 2. Marketing Research 3. Marketing Strategy 4. Branding 5. Innovation and Change Management 6. eMix: Product/Service 7.eMix: Price 8. eMix: Promotion 9. eMix: Place/eLogistics 10. Implementation 11. Big 'e' Considerations 12. Planning 13. Case Studies

Editorial Reviews

'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

From the Publisher