E-Marketing
ISBN: 9788126542000
204 pages
eBook also available for institutional users
For more information write to us at: acadmktg@wiley.com
Description
The distinctive feature of the book is its focus on Internet-based e-market orientation as a substitute to the traditional marketing concepts. However, while still being focused on the 4Ps concept, it describes short- and long-term approaches for designing e-marketing strategy. The book emphasizes the roles of cross-functional departments, online market actors, distributors, competitors, influencers, and other stakeholders while developing market relations and enhancing value proposition to customers.
• Product Design for Online Channel
• Future Trend in Digital Marketing
• e-Branding as Strategy
• Interactive Direct Marketing
• Managing Multiple Sales and Marketing Channels
• Adding Value to Sales
• Mastering Networks of Partners, Media, and Middlemen
• Building Customer Care Systems
• Buying Outside Services