'Marketing the e-Business can be recommended. [It] has a sound structure, clear
content and a good range of learning features including case studies.' - Dave
Chaffey, Times Higher Education Supplement
Providing a new approach to the subject matter, 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. It 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.
Table of Contents:
Introduction
1. Background and history of
the Web
2. Marketing Research
3. Marketing Strategy
4. Branding
5. Innovation and Change
Management
6. eMix: Product/Service
7. eMix: Price
8. eMix: Promotion
9. eMix: Place/eLogistics
10. Implementation
11. Big 'e' Considerations
12. Planning
13. Case-Studies.
Author Biography:
Lisa Harris is Lecturer in Marketing, and the founder of the e-Commerce Research Group at
the School of Business & Management, Brunel University. She is also the organiser of
the inter-departmental BSc in eCommerce.
354 pages
