Product Description

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.

Product Details

• Amazon Sales Rank: #2954686 in Books
• Published on: 2002-09-12
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 240 pages

Review
'There are a lot of bad books available on the subject of electronic commerce, this however is not one of them. Insightful and well written, anyone with an interest in electronic commerce should own a copy.' - Chris Barker, BNP Paribas

'Provides a sound framework within which the key issues of change, strategy and marketing and their relevance to internet technologies are synthesized in a clear and well structured manner. Practitioners and students alike will benefit from the book's use of practical material and strong conceptual foundation. I recommend it wholeheartedly to anyone seeking a thorough grounding in this often confusing area.' - Steve Clarke, Luton Business School, UK

'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

From the Back Cover
As effective marketing becomes increasingly tied up with the Internet and other electronic media, making the most of the internet and other new technologies is key to a company's success - from the brand image portrayed on its website to the development, maintenance and enhancement of customer relationships.
But since the much-hyped dot.com crash, treading the e-business path can be daunting. In these increasingly uncertain and cynical times, Marketing the e-Business 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 in the real bricks 'n' clicks world.

About the Author
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.

Customer Reviews

Finally an academic book that is NOT boring!!!!
An excellent academic book that you actually enjoy reading rather than just boring theory. This book gives you theory and case studies to back it up, so you get the real concept rather than just theory. Im not a fan of reading academic books as i find the written English to be too technical BUT the written language in this book is easy to grasp and understand. Not too much jargon and what more a glossary at the back to help you.....

Like learning without the pain...
There has been much written and said regarding electronic commerce but few books describe principles quite so accurately and in such a useful manner. I use this book for reference and instruction, and the historical content is actually a lot more interesting than I ever gave it credit for. There are very useful case studies which are thoughtfully distributed throughout and serve to re-inforce the dialog well. In short, if you want to learn about electronic commerce buy a copy and if you work in electronic commerce (as I do) then buy a copy and keep it in your desk.