Strategic Electronic Marketing: Managing E-Business

Overview

Strategic Electronic Marketing takes a systems and relationships approach to exploring e-business marketing. This text addresses the basic principles that underlie marketing and how e-business marketing techniques are fundamentally changing the traditional marketing process. Use this text to prepare students for careers in a rapidly changing environment of dot-com and brick and mortar strategies; non-linear, online, interactive advertising; new product development and distribution processes; and reliance on ...

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Overview

Strategic Electronic Marketing takes a systems and relationships approach to exploring e-business marketing. This text addresses the basic principles that underlie marketing and how e-business marketing techniques are fundamentally changing the traditional marketing process. Use this text to prepare students for careers in a rapidly changing environment of dot-com and brick and mortar strategies; non-linear, online, interactive advertising; new product development and distribution processes; and reliance on databases. This text is suitable for both undergraduate and graduate level courses in e-commerce.

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Product Details

  • ISBN-13: 9780324072648
  • Publisher: Cengage South-Western
  • Publication date: 4/28/2000
  • Pages: 368
  • Product dimensions: 8.29 (w) x 9.51 (h) x 0.82 (d)

Meet the Author

Brad A. Kleindl. Ph.D. is Dean of The Robert W. Plaster College of Business Administration at Missouri Southern State University. He has taught courses in marketing, international business, entrepreneurship, and Internet marketing and has presented at conferences and industry meetings across the U.S., Europe, Africa, and Asia. In the Spring of 2003, Dr. Kleindl was a Senior Fulbright Scholar in South Africa lecturing on Internet marketing, e-business, and e-commerce.

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Table of Contents

Preface
Ch. 1 Introduction to E-Business 2
Ch. 2 Understanding E-Business Technology 22
Ch. 3 E-Business Communication 72
Ch. 4 E-Business Distribution Systems and Supply Chain Management 106
Ch. 5 E-Business Value Strategies 134
Ch. 6 E-Commerce 166
Ch. 7 E-Business Promotion 190
Ch. 8 The Market 220
Ch. 9 Information Collection and Use 256
Ch. 10 E-Business Management 292
Ch. 11 E-Business Strategy 330
Ivey Cases 366
Glossary 396
Company and URL Index 401
Subject Index 406
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