E-Marketing Strategy [Hardcover]

Ian Chaston (Author)

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Book Description

Publication Date: September 20, 2000

This is 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. This book is pedagogically-enhanced throughout, with illustrative examples, case studies and assessment material.

#outer_postBodyPS { display: none; } #psGradient { display: none; } #psPlaceHolder { display: none; } #psExpand { display: none; } This is 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. This book is pedagogically-enhanced throughout, with illustrative examples, case studies and assessment material.

Editorial Reviews

About the Author

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

Product Details

Hardcover: 328 pages
Publisher: Mcgraw Hill Higher Education (September 20, 2000)
Language: English
ISBN-10: 007709753X
ISBN-13: 978-0077097530
Product Dimensions: 9.5 x 7.4 x 0.8 inches
Shipping Weight: 1.5 pounds
Amazon Best Sellers Rank: #7,836,733 in Books (See Top 100 in Books)

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