Strategic E-commerce Marketing -- Managing E-commerce

Author: (USA) Charles Kandel
Publisher:
Publish Date: 2001-07-01
Features: This book adopts a systematic and integrated approach to explore e-commerce marketing. It combines fundamental marketing principles with e-commerce marketing methods, focusing on how e-commerce marketing methods will fundamentally transform traditional marketing processes. By studying this book, you can prepare for non-linear communication, online marketing, interactive advertising, new product development, and adapting to new distribution systems in a rapidly changing competitive environment.
? Real-world examples Each chapter starts with an overview, explaining the learning objectives and introducing an example from today's corporate practices as a lead-in.
? Definitions and multi-perspective views All new terms and concepts in the book are clearly defined in easy-to-understand language. Combined with the concepts in the book, the "multi-perspective view" guides students to broaden their thinking.
? Exercises Each chapter provides various exercises, including review questions, active learning exercises, and web search exercises.
? Numerous cases The book offers a large number of cases.
? Support website The book's website at kleindl.swcollege.com also provides online exercises, interactive quizzes, hot topic discussions, and internet marketing plan examples.