E-business marketing /
Albert, Terri C.
E-business marketing / Terri C. Albert, William B. Sanders. - xv, 208 pages : illustrations ; 24 cm
Includes bibliographical references (p. 199-202) and index.
I. INTRODUCTION. 1. Overview of E-Business Marketing. 2. The Marketing Mix. 3. The Value Bubble. 4. A Communication Model for the Online Environment. II. CASES. 5. Case Study 1: Manufacturer of Specialty Engineering Products. 6. Case Study 2: Steel Manufacturer. 7. Case Study 3: Distributor. 8. Case Study 4: Utility Company. 9. Case Study 5: Not-for-Profit Trade Association. 10. Case Study 6: PoP Manufacturer. 11. Case Study 7: Insurance. 12. Case Study 8: Financial Services. III. EVALUATION METHODOLOGY AND RESEARCH IN E-BUSINESS. 13. Case Study Analysis. 14. Researching E-Business.
Designed to bridge the gap between the science of e-Business marketing and its practice, this text provides a conceptual framework that's complemented with applications. It is useful for undergraduate courses in Marketing on the Internet and undergraduate/MBA courses in e-commerce and e-Business Foundations.
0130352918 9780130352910
Internet marketing.
Telemarketing.
Electronic commerce.
Internet marketing--Case studies.
Telemarketing--Case studies.
Electronic commerce--Case studies.
658.84 / A.T.E
E-business marketing / Terri C. Albert, William B. Sanders. - xv, 208 pages : illustrations ; 24 cm
Includes bibliographical references (p. 199-202) and index.
I. INTRODUCTION. 1. Overview of E-Business Marketing. 2. The Marketing Mix. 3. The Value Bubble. 4. A Communication Model for the Online Environment. II. CASES. 5. Case Study 1: Manufacturer of Specialty Engineering Products. 6. Case Study 2: Steel Manufacturer. 7. Case Study 3: Distributor. 8. Case Study 4: Utility Company. 9. Case Study 5: Not-for-Profit Trade Association. 10. Case Study 6: PoP Manufacturer. 11. Case Study 7: Insurance. 12. Case Study 8: Financial Services. III. EVALUATION METHODOLOGY AND RESEARCH IN E-BUSINESS. 13. Case Study Analysis. 14. Researching E-Business.
Designed to bridge the gap between the science of e-Business marketing and its practice, this text provides a conceptual framework that's complemented with applications. It is useful for undergraduate courses in Marketing on the Internet and undergraduate/MBA courses in e-commerce and e-Business Foundations.
0130352918 9780130352910
Internet marketing.
Telemarketing.
Electronic commerce.
Internet marketing--Case studies.
Telemarketing--Case studies.
Electronic commerce--Case studies.
658.84 / A.T.E