Marketing the e-Business
Published by Routledge, 2002
Paperback, 355 pages
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 dotcom 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, for example:
- Multi-channel marketing
- Change management
- Lessons learned from the dotcom 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 for 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 is crucial text for anyone studying or practising e-Business in the real bricks 'n' clicks world.