Marketing the e-Business.

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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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Harris, Lisa
Otros Autores: Dennis, Charles
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : Routledge, 2002.
Colección:Routledge e-business series.
Temas:
Internet marketing.
Electronic commerce.
Marketing sur Internet.
Commerce électronique.
BUSINESS & ECONOMICS > International > Marketing.
BUSINESS & ECONOMICS > Marketing > Multilevel.
BUSINESS & ECONOMICS > Exports & Imports.
Electronic commerce
Internet marketing
Marketing.
E-business.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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