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.
- ISBN13 9780077097530
- Publish Date 16 September 2000
- Publish Status Out of Print
- Out of Print 10 March 2008
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Publishing Co.
- Format Paperback
- Pages 328
- Language English