Marketing the e-Business by Charles Dennis at Bookstore UAE
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Marketing the e-Business

Marketing the e-Business


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About the Book

Since the much-hyped dot.com crash, treading the e-business path can be daunting. In these increasingly uncertain and cynical times, 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. Topics include:

*Multi-channel marketing strategies
*Change Management
*Lessons learned from the dot.com crash
*Branding, e-Retail and relationship building
*Digital divides, privacy and data security.

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 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.
About the Author:

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.
Charles Dennis is a Chartered Marketer and a lecturer in Marketing and Retail Management. He is an approved consultant for the Institute of Marketing.


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Product Details
  • ISBN-13: 9780415256018
  • Publisher: Routledge
  • Publisher Imprint: Routledge
  • Height: 221 mm
  • No of Pages: 368
  • Series Title: Routledge Ebusiness
  • Weight: 666 gr
  • ISBN-10: 0415256011
  • Publisher Date: 05 Sep 2002
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Spine Width: 17 mm
  • Width: 174 mm


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