Marketing the E-Business An Introduction

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.Harris, Lisa is the author of 'Marketing the E-Business An Introduction' with ISBN 9780415256018 and ISBN 0415256011.