Charles Dennis, Lisa Harris

Marketing the e-Business (eBook, PDF)

• Format: PDF

Produktbeschreibung

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

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 368
• Erscheinungstermin: 12. September 2002
• Englisch
• ISBN-13: 9781134520282
• Artikelnr.: 38260796

Autorenporträt

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.

Inhaltsangabe

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