'Marketing the e-Business' looks at how to improve marketing efficiency and effectiveness through electronic means. As well as looking at the main marketing themes of product price, promotion and place, this accessible text looks at the bigger 'e' considerations, such as legislation, data protection, security,governance, intellectual property and ethics. The book helps the reader work through these marketing issues in a logical order and demonstrates how they may be pulled together into an actual marketing plan. INDICE: Background and history of the web; marketing research; marketing strategy; branding; innovation and change management; e-mix: product/service; e-mix - price; e-mix - promotion; e-mix - place/e-logistics; implementation; big 'e' considerations; planning; case studies.
- ISBN: 978-0-415-96501-9
- Editorial: Routledge
- Encuadernacion: Rústica
- Páginas: 368
- Fecha Publicación: 10/06/2008
- Nº Volúmenes: 1
- Idioma: Inglés