Marketing the e-Business - Dennis, Charles; Harris, Lisa
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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, place etc.) this accessible text looks at the bigger 'e' considerations, such as legislation, data protection, security, governance, intellectual property, ethics, and more. 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.
This useful text unpicks the challenges of e-Marketing for many types…mehr

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Produktbeschreibung
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, place etc.) this accessible text looks at the bigger 'e' considerations, such as legislation, data protection, security, governance, intellectual property, ethics, and more. 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.
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.
Autorenporträt
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.