Chaston, Ian E-Marketing Strategy

ISBN 13: 9780077097530

E-Marketing Strategy

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9780077097530: E-Marketing Strategy

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. Pedagogically-enhanced throughout with illustrative examples, case studies and assessment material.

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From the Publisher:

Current European/UK cases and examples make this text unique in the market
Text contains open chapter learning objectives, key terms and definitions, URLs, cases, further reading/references and chapter summaries
Assessment material to test student's understanding, including end of chapter exercises
Extensive web resources on OLC featuring "Strategy Simulation" exercise for students, lecture guides/notes and PowerPoint slides for lecturers
Cases on the web will be regularly updated to reflect the rapid development of e-business

About the Author:

Ian Chaston is a Reader in Management at Plymouth Business School and Professor in Entrepreneurship at UIT, New Zealand.

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Chaston, Ian
Published by McGraw-Hill Publishing Co. (2000)
ISBN 10: 007709753X ISBN 13: 9780077097530
New Paperback Quantity Available: 1
Irish Booksellers
(Rumford, ME, U.S.A.)

Book Description McGraw-Hill Publishing Co., 2000. Paperback. Book Condition: New. book. Bookseller Inventory # 007709753X

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