Description
Since the much-hyped dot.com crash, treading the e-business path can be daunting. In these increasingly uncertain and cynical times, 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. Topics in
Table of Contents
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
