附註:Book Cover; Title; Contents; List of illustrations; List of contributors; Acknowledgements; List of abbreviations; Introduction; History, definitions and frameworks; Marketing research; Change management; Strategy; Branding; Relationship marketing; Multi-channel marketing; The marketing mix; e-Retailing; Marketing planning; Legal, ethical and public policy issues; Conclusion; Glossary; References; Index.
Includes bibliographical references (pages 336-344) and index.
摘要:How to improve marketing effectiveness through electronic means. Looks at the main marketing themes (product, price, promotion, place) and the bigger 'e' considerations, for example legislation, data protection and ethics.
