This is 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. This book is pedagogically-enhanced throughout, with illustrative examples, case studies and assessment material.

E-Marketing Strategy

Ian Chaston

Business & Money

McGraw-Hill/Higher Education

Entrepreneurial Marketing: Competing by Challenging Conventions

Not Avail

Technological Entrepreneurship: Technology-Driven vs Market-Driven Innovation

PALGRAVE~MACMILLAN

New Marketing Strategies: Evolving Flexible Processes to Fit Market Circumstance

Marketing & Sales

Response Books

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Books by Ian Chaston