E-Marketing Strategy

Type

Book

Authors

Ian Chaston

ISBN 10

007709753X

ISBN 13

9780077097530

Tags

Advertising, Direct, Sales & Selling, E-Commerce, Online Searching

Description

This is 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. This book is pedagogically-enhanced throughout, with illustrative examples, case studies and assessment material. - from Amzon

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