E-Marketing Strategy
E-Marketing Strategy
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Résumé
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 | Non disponible |
| ISBN 13 | 9780077097530 |
| ISBN 10 | 007709753X |
| Titre | E-Marketing Strategy |
| Auteur | Ian Chaston |
| État | Non disponible |
| Type de reliure | Paperback |
| Éditeur | McGraw-Hill Education - Europe |
| Année de publication | 2000-09-16 |
| Nombre de pages | 328 |
| Note de couverture | La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier. |
| Note | Non disponible |