Marketing the e-Business

Marketing the e-Business

by Charles Dennis, Lisa Harris

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Product Details

ISBN-13: 9780415256018
Publisher: Taylor & Francis
Publication date: 10/28/2002
Series: Routledge eBusiness Series
Pages: 368
Product dimensions: 6.25(w) x 9.25(h) x 0.76(d)

About the Author

Lisa Harris is Lecturer in Marketing, and the founder of the e-Commerce Research Group at the School of Business & Management, Brunel University. She is also the organiser of the inter-departmental BSc in eCommerce.
Charles Dennis is a Chartered Marketer and a lecturer in Marketing and Retail Management. He is an approved consultant for the Institute of Marketing.

Table of Contents

Introduction 1. Background and History of the Web 2. Marketing Research 3. Marketing Strategy 4. Branding 5. Innovation and Change Management 6. eMix: Product/Service 7.eMix: Price 8. eMix: Promotion 9. eMix: Place/eLogistics 10. Implementation 11. Big 'e' Considerations 12. Planning 13. Case Studies

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