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.
Author(s): Lisa Harris
Edition: 1
Year: 2002
Language: English
Pages: 240
Book Cover......Page 1
Title......Page 4
Contents......Page 5
List of illustrations......Page 7
List of contributors......Page 9
Acknowledgements......Page 10
List of abbreviations......Page 11
Introduction......Page 14
History, definitions and frameworks......Page 20
Marketing research......Page 48
Change management......Page 81
Strategy......Page 107
Branding......Page 143
Relationship marketing......Page 168
Multi-channel marketing......Page 202
The marketing mix......Page 232
e-Retailing......Page 255
Marketing planning......Page 281
Legal, ethical and public policy issues......Page 308
Conclusion......Page 341
Glossary......Page 343
References......Page 349
Index......Page 358
