Buch, Englisch, 368 Seiten, Format (B × H): 171 mm x 229 mm, Gewicht: 730 g
Reihe: Routledge eBusiness
Buch, Englisch, 368 Seiten, Format (B × H): 171 mm x 229 mm, Gewicht: 730 g
Reihe: Routledge eBusiness
ISBN: 978-0-415-25600-1
Verlag: Taylor & Francis
*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.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media
Weitere Infos & Material
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