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Marketing the e-Business
ISBN-13:
9781135890971
Veröffentl:
2007
Seiten:
368
Autor:
Lisa Harris
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
Fully updated to reflect the latest developments in e-marketing, this useful text 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.
LIST OF DIAGRAMS AND TABLES, CONTRIBUTORS, ACKNOWLEDGEMENTS, INTRODUCTION, 1. HISTORY, DEFINITIONS AND FRAMEWORKS, 2. THE E-BUSINESS ENVIRONMENT, 3. E-MARKETING RESEARCH, 4. E-MARKETING STRATEGIES, 5. E-CONSUMER BEHAVIOUR, 6. CUSTOMER RELATIONSHIP MARKETING, 7. MULTI-CHANNEL MARKETING, 8. ONLINE BRANDING, 9. ONLINE MARKETING COMMUNICATIONS, 10. E-RETAILING: FROM 'CLICKS' TO 'CLICKS AND BRICKS'?, 11. E-MARKETING PLANNING, 12. THE FUTURE OF E-MARKETING, BIBLIOGRAPHY, INDEX
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