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E-business marketing / Terri C. Albert, William B. Sanders.

By: Contributor(s): Material type: TextTextPublisher: Upper Saddle River, N.J. : Prentice Hall, c2003Description: xv, 208 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0130352918
  • 9780130352910
Subject(s): DDC classification:
  • 658.84 21 A.T.E
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 COI | COM 658.84 A.T.E (Browse shelf(Opens below)) Available 00007859

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.

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