Strategic Electronic Marketing in Managing E-Business [Hardcover]

Brad A. Kleindl Ph.D. (Author), Brad A. Keindl (Author)

Book Description

Publication Date: July 2000 | ISBN-10: 0324013191 | ISBN-13: 978-0324013191 | Edition: Package

Taking a systems and relationships approach, this text explores e-business marketing. It addresses the basic principles that underlie marketing and how e-business marketing techniques will fundamentally change the traditional marketing process. Marketing and management instructors are faced with preparing students for a career in a rapidly changing environment of non-linear, online, interactive advertising, new product development and distribution processes and reliance on databases. This text is suitable for both undergraduate and graduate students, primarily in marketing but also in management courses.

Product Details

• Hardcover: 368 pages
• Publisher: Thomson Learning; Package edition (July 2000)
• Language: English
• ISBN-10: 0324013191
• ISBN-13: 978-0324013191
• Product Dimensions: 9.1 x 8.1 x 0.8 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #3,670,166 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Relevant, Real-life tips for E-Marketing, October 22, 2002

By 

Mr. JKW "jkw" (Honolulu, Hawai'i) - See all my reviews

This review is from: Strategic Electronic Marketing in Managing E-Business (Hardcover)

Brad Kleindl's "Strategic Electronic Marketing" brings the e-business revolution right home for anyone to understand. At a diminutive 300 pages Kleindl strikes the ideal balance between being "small and accessible" and "detailed and meaningful."

In addition to regular text, Kleindl also utilizes case studies as well citations of actual Internet web sites and businesses to highlight his points. The end of chapter questions reinforces concepts learned and covered during the chapter as well as stimulates critical-thinking.

Among the various real-life companies covered as case studies in the book are: Egghead.com, Dell Computer, Amazon.com, AutoByteTel, IngramMicro, BMW, eToys, CDNow, AT&T, RealNetworks, and many more.

Here are the topics that Kleindl covers:

1. Introduction to E-Business: E-based marketing, online business models

2. Understanding E-Business Technology: The Internet, ISPs, and the Web

3. E-Business Communication: Many-to-many promotion, the AIDA model, Intranets and Extranets, sales force automation, and online advertising

4. E-Business Distribution Systems: Distribution channels and relationship development

5. E-Business Value Strategies: online purchasing, service strategies and CRM, b2b commerce, supply-chain management, market-of-one strategy, auction strategy and pricing strategy

6. Diffusion of Innovations: Innovations, individual adoption, the product life cycle, online communities, acceptance of innovation in business

7. Information Collection and Use: technologies, techniques and privacy issues

8. E-Business Strategy: E-business value chain, e-business strategy

9. E-Business Management: Management and Leadership chain, distance working, organizational hierarchies

10. Political, Legal and Ethical Issues: privacy, intellectual property, access and equity

Overall, this book is extremely easy to read and more importantly, a great learning tool. This book was used as the text for an e-commerce course I took during the summer of 2002. Whether you are studying this subject independently or whether you are an instructor looking to use this book for your course, you cannot go wrong with Kleindl's "Strategic Electronic Marketing."

Highly Recommended