Marketing the E-Business

Marketing the E-Business

Marketing the E-Business

Marketing the E-Business

Synopsis

E-marketing is rapidly growing in significance and is having a direct impact upon traditional marketing strategy and operations. It requires planning and innovation to make it work, implying organisational commitment and effective management, supported by appropriate technology, process and structure.

Fully updated to reflect the latest developments in e-marketing, Marketing the eBusiness, Second Editionunpicks 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. This updated edition features coverage of such emerging topics as:

Mobile marketing
Social networking and blogging
E-segmentation
Customer relationship marketing online

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 promising business revolution. Written in a student-friendly style and fully enhanced with such pedagogical features as topic maps, boxed examples and discussion questions, the book is ideal for use by students.

Excerpt

The aim of this book is to demonstrate to both marketing students and practitioners how marketing efficiency and effectiveness can be improved through the use of the Internet.

Rationale

E-marketing is rapidly growing in significance and is having a direct impact upon traditional marketing strategy and operations. It requires planning and innovation to make it work, implying organisational commitment and effective management, supported by technology, process and structure.

Relatively few companies (with the exception of the ‘pure-play’ or ‘dotcom’ brigade) are able to start with a ‘clean sheet of paper’ so far as e-business is concerned. For most companies, setting up online operations requires significant cultural and structural change. It also usually means running both ‘traditional’ and ‘new’ business alongside each other, and developing an appropriate degree of integration between them to create useful synergies. Although a number of lessons can be . . .

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