ABSTRACT

Fully updated to reflect the latest developments in e-marketing, this useful text unpicks the challenges of e-marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies.

chapter 1|26 pages

HISTORY, DEFINITIONS AND FRAMEWORKS

chapter 2|24 pages

TH E E-BU S IN ESS EN VIRO NM EN T

chapter 3|26 pages

E-MA RKET IN G RE SE ARCH

chapter 4|24 pages

E-MA RKET IN G ST R AT EGIES

chapter 5|26 pages

E-CO N SUM E R BE H AV IOUR

chapter 6|28 pages

CU STOMER RE L AT ION SH IP MA RKET IN G

chapter 7|28 pages

MU LT I -CH A NN E L MA RKET IN G

chapter 8|22 pages

ONL INE BR AND IN G

chapter 9|30 pages

ONL INE MA RKET IN G CO MMUNI C AT IONS

chapter 11|30 pages

E-MA RKET IN G PL A NN IN G

chapter 12|34 pages

TH E FU TUREOFE-MA RKET IN G