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Marketing the eBusiness: An Introduction (Routledge by Lisa Harris

By Lisa Harris

Because the much-hyped dot.com crash, treading the e-business course may be daunting. In those more and more doubtful and cynical occasions, this helpful textual content unpicks the demanding situations of e-Marketing for plenty of different types of enterprise. It makes use of topical case experiences and accompanying net fabric to supply an updated examine of potent advertising thoughts. issues comprise: *Multi-channel advertising strategies*Change Management*Lessons discovered from the dot.com crash*Branding, e-Retail and dating building*Digital divides, privateness and information safeguard. offering a brand new method of the subject material, this booklet analyses some great benefits of e-Marketing as a device for bettering potency and effectiveness instead of company revolution. contemplating the practicalities of promoting in an e-Business context, it's the first ebook of its style to voice any such rigorous argument for the significance of e-Marketing, and an important textual content for someone learning or training e-Business.

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Additional info for Marketing the eBusiness: An Introduction (Routledge Textbooks in Ebusiness, 2)

Sample text

Chen (2001) regards Internet marketing as dealing with operational rather than strategic issues, but 21 LISA HARRIS includes customer relationship management in the ‘operational’ category. In this book, we use the term ‘Internet marketing’ in a broad sense, while still distinguishing strategic aspects (Chapters 4, 5, 6 and 7) and operational aspects (Chapters 8, 9 and 10). 3. In practice, many of these categories overlap, and some are just electronic versions of existing business models, but the table provides a useful demonstration of the range of e-Commerce activities, some of which are still at an early stage of development.

Company finance paid for the founders’ executive apartments, first-class travel, expensive business trips and hotels, holidays and living expenses. At this point it was realized that ‘sales would be less than 10% of the promised target’ (Malmsten et al. 2001: 85). This revelation meant that Boo needed another $20 million to enable it to continue trading until February 2001. It was only after investors declined to release more capital in March that Boo management started to discuss spending cuts. Despite the fact that the company managed to save $27 million in cutbacks and that its weekly revenue was higher than that of Amazon, it failed to secure further funding and Boo went into receivership.

As with traditional market research, appropriate questions to ask are: ● ● ● ● Are the data relevant? Are the data accurate? Are they up to date? What sampling techniques have been used to collect the data? com Do you notice any similarity in terms of the way in which research data are made available by the respective companies? Are some more generous than others in terms of what they give away? Which sites are easiest to navigate and find what you are looking for? Why is this?

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