Marketing the e-Business

<p>Since the much-hyped dot.com crash treading the e-business path can be daunting. In these increasingly uncertain and cynical times <em>this useful text</em> 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. Topics include:</p><p>*Multi-channel marketing strategies<br>*Change Management<br>*Lessons learned from the dot.com crash<br>*Branding e-Retail and relationship building<br>*Digital divides privacy and data security.</p><p>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 business revolution. Considering the practicalities of marketing in an e-Business context it is the first book of its kind to voice such a rigorous argument for the importance of e-Marketing and a crucial text for anyone studying or practicing e-Business.</p>