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Marketing the e-Business

Marketing the e-Business by Lisa Harris and Charles Dennis
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:

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.