Marketing the e-Business.
How to improve marketing effectiveness through electronic means. Looks at the main marketing themes (product, price, promotion, place) and the bigger 'e' considerations, for example legislation, data protection and ethics.
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| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
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London :
Routledge,
2002.
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| Series: | Routledge e-business series.
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| Subjects: | |
| Online Access: | CONNECT |
Table of Contents:
- Book Cover; Title; Contents; List of illustrations; List of contributors; Acknowledgements; List of abbreviations; Introduction; History, definitions and frameworks; Marketing research; Change management; Strategy; Branding; Relationship marketing; Multi-channel marketing; The marketing mix; e-Retailing; Marketing planning; Legal, ethical and public policy issues; Conclusion; Glossary; References; Index.
