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E-Marketing Strategy by Ian Chaston (Paperback, 2000)

The_Book_Fountain (183976)

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About this product

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A practical introduction to the core concepts of e-marketing strategy. This text examines the: impact of e-commerce; e-buyer behaviour; positioning; competitive advantage; and promotion on the web. Utilizing illustrative examples, case studies (from both Europe and the UK), and assessment material, it provides guidance on developing successful e-marketing plans. Extensive Web resources are available on OLC, featuring strategy stimulation exercise for students, lecture guides and notes, PowerPoint slides for lecturers.