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Overview
This important title looks at how to improve marketing efficiency and effectiveness through electronic means. As well as looking at the main marketing themes (product, price, promotion, place etc) this accessible text looks at the bigger 'E' considerations, such as legislation, data protection, security, governance, intellectual property, ethics, etc. 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.Synopsis
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 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.