Marketing the e-Business

by Lisa Harris and Charles Dennis

Published by Routledge, 2002
Paperback, 355 pages
ISBN: 0-415-25601-1

As effective marketing becomes increasingly tied up with the Internet and other electronic media, making the most of the Internet and other new technologies is key to a company's success - from the brand image portrayed on its website to the development, maintenance and enhancement of customer relationships.

But since the much-hyped dotcom crash, treading the e-Business path can be daunting. In these increasingly uncertain and cynical times, Marketing the e-Business 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, for example:

• Multi-channel marketing
• Change management
• Lessons learned from the dotcom crash
• Branding, e-retail and relationship-building
• Digital divides, privacy and data security

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 for 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 is crucial text for anyone studying or practising e-Business in the real bricks 'n' clicks world.