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:
Mobile marketing
Social networking and blogging
E-segmentation
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.
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