Description
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.
Table of Contents
LIST OF DIAGRAMS AND TABLES, CONTRIBUTORS, ACKNOWLEDGEMENTS, INTRODUCTION, 1. HISTORY, DEFINITIONS AND FRAMEWORKS, 2. THE E-BUSINESS ENVIRONMENT, 3. E-MARKETING RESEARCH, 4. E-MARKETING STRATEGIES, 5. E-CONSUMER BEHAVIOUR, 6. CUSTOMER RELATIONSHIP MARKETING, 7. MULTI-CHANNEL MARKETING, 8. ONLINE BRANDING, 9. ONLINE MARKETING COMMUNICATIONS, 10. E-RETAILING: FROM ‘CLICKS’ TO ‘CLICKS AND BRICKS’?, 11. E-MARKETING PLANNING, 12. THE FUTURE OF E-MARKETING, BIBLIOGRAPHY, INDEX
