Marketing the e-Business

Lisa Harris is a Senior Lecturer at the University of Southampton School of Management, UK. Charles Dennis is a Senior Lecturer of Marketing and Retail Management in the Brunel Business School at Brunel University, UK.

• 1. History, Definitions and Frameworks 2. The e-Business Environment 3. e-Marketing Research 4. e-Marketing Strategy 5. Consumer Behaviour and e-Segmentation 6. Customer Relationship Marketing 7. Multi-channel Marketing 8. Online Branding 9. Online Marketing Communications 10. e-Retailing: from ‘Clicks’ To ‘Clicks And Bricks’? 11. Strategic Planning for e-Marketing 12. The Future of e-Marketing

"Marketing the e-Business addresses, in a well-structured manner, all the key issues of this often complex topic. It will prove invaluable to those seeking to enhance their knowledge of the domain, both from a practical and academic standpoint."--Steve Clarke, Professor of Information Systems, University of Hull Business School"A well-written and well-structured guide to marketing for e-business--covers all essential marketing concepts and activities adapted for the e-business environment, well supported with case studies and learning activities."--Brian Terry, Professor of Operations Management, Richmond American University in London