Marketing the e-Business

ISBN-13: 9780415256001 / Angielski / Twarda / 2002 / 368 str.

Harris &. Dennis; Lisa Harris; Charles Dennis

Opis

Marketing the e-Business looks at how to improve marketing efficiency and effectiveness through electronic means. As well as looking at the main marketing themes of product price, promotion and place, this accessible text looks at the bigger e considerations, such as legislation, data protection, security, governance, intellectual property and ethics. The book helps the reader work through these marketing issues in a logical order and demonstrates how they may be pulled together into an actual marketing plan.

Recenzje

'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

Spis treści

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

O autorze

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.