Marketing the e-Business

By: Charles Dennis, Lisa Harris

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Hardcover | 20 December 2007 | Edition Number 2

At a Glance

Hardcover
364 Pages

Edition Type
New edition

Dimensions(cm)
22.9 x 15.2 x 2.39

Hardcover

$798.75

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E-marketing is rapidly growing in significance and is having a direct impact upon traditional marketing strategy and operations. It requires planning and innovation to make it work, implying organizational commitment and effective management, supported by technology, process and structure. Fully updated to reflect the latest developments in e-marketing, 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. This updated edition features coverage of such emerging topics as: *Mobile marketing *Social networking and blogging as marketing issues *E-segmentation *Customer relationship marketing online 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 simply business revolution. Written in a student-friendly style and fullyenhanced with such pedagogical features as topic maps, boxed examples, and discussion questions, the book is ideal for use with students. Considering the practicalities of marketing in an e-Business context, in its first edition this was the first book of its kind to voice such a rigorous argument for the importance of e-Marketing.

Industry Reviews

"Marketing the e-Business" addresses, in a well-structured manner, all the key issues of this often complex topic. It will prove invaluable to those seeking to enhance their knowledge of the domain, both from a practical and academic standpoint." --Steve Clarke, Professor of Information Systems, University of Hull Business School "A well-written and well-structured guide to marketing for e-business--covers all essential marketing concepts and activities adapted for the e-business environment, well supported with case studies and learning activities." "--"Brian Terry, Professor of Operations Management, Richmond American University in London

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