Marketing the e-Business
Routledge – 2008 – 348 pages
Series: Routledge eBusiness
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 Edition 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. This updated edition features coverage of such emerging topics as:
Social networking and blogging
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.
"Marketing the e-Business addresses, in a well-structured manner, all the key issues of this often complex topic. It will prove invaluable to those seeking to enhance their knowledge of the domain, both from a practical and academic standpoint."
--Steve Clarke, Professor of Information Systems, University of Hull Business School
"A well-written and well-structured guide to marketing for e-business--covers all essential marketing concepts and activities adapted for the e-business environment, well supported with case studies and learning activities."
--Brian Terry, Professor of Operations Management, Richmond American University in London
1. History, Definitions and Frameworks 2. The e-Business Environment 3. e-Marketing Research 4. e-Marketing Strategy 5. Consumer Behaviour and e-Segmentation 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. Strategic Planning for e-Marketing 12. The Future of e-Marketing
Lisa Harris is a Senior Lecturer at the University of Southampton School of Management, UK.
Charles Dennis is a Senior Lecturer of Marketing and Retail Management in the Brunel Business School at Brunel University, UK.