E-Marketing Strategy
E-Marketing Strategy
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Summary
Acts as an introduction to the core concepts of e-marketing strategy, designed to provide students with an understanding of how e-marketers can use marketing management concepts to guide the effective operation of e-commerce strategies. This work examines the impact of e-commerce, positioning, and competitive advantage and promotion on the web.
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E-Marketing Strategy by Ian Chaston
A concise, practical and contemporary introduction to the core concepts of E-Marketing Strategy, designed to provide students with an understanding of how e-marketers can use marketing management concepts to guide the effective operation of e-commerce strategies. This text examines the impact of e-commerce, e-buyer behaviour, positioning, competitive advantage and promotion on the web, and provides guidance on developing successful e-marketing plans. Pedagogically-enhanced throughout with illustrative examples, case studies and assessment material.
Ian Chaston is a Reader in Management at Plymouth Business School and Professor in Entrepreneurship at UIT, New Zealand.
| SKU | Unavailable |
| ISBN 13 | 9780077097530 |
| ISBN 10 | 007709753X |
| Title | E-Marketing Strategy |
| Author | Ian Chaston |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | McGraw-Hill Education - Europe |
| Year published | 2000-09-16 |
| Number of pages | 328 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |