Strategic Electronic Marketing Managing E Business
Strategic Electronic Marketing Managing E Business
Strategic Electronic Marketing takes a systems and relationships approach to exploring e-business marketing. This text addresses the basic principles that underlie marketing and how e-business marketing techniques are fundamentally changing the traditional marketing process. Use this text to prepare students for careers in a rapidly changing environment of dot-com and brick and mortar strategies; non-linear, online, interactive advertising; new product development and distribution processes; and reliance on databases. This text is suitable for both undergraduate and graduate level courses in e-commerce.
User Ratings and Reviews
4 Stars A Good Introduction to the World of E-Business
This book marks a significant improvement in the universiy level texts on the revolution in business practice and orgranizaiton brought on by the Internet. The material is well presented and I use it for an introductory class in e-commerce and e-business marketing. This is a very difficult topic to work in as it changes so quickly, at least that is the politically correct way to phrase this. The reality is that the e-commerce revolution has many more casualties to take before it loses the “e-” and become just the way we do business. Teaching e-commerce to the employees of those future casualties requires a level of sensitivity that most book efforts to date have simply avoided. The usual model is to focus on the technology and to deal with the whole thing as another sales channel in the marketing department. Kleindl goes a good bit farther in suggesting the fundamental orgranizational changes that are inherent in becoming an e-business. I would have been happier if he had gone a little farther and more clearly stated that the camels nose is already in the tent and the whole thing is going to come down sooner than we think. But the fact that he went as far as he has may explain why this book is so hard to purchase. I have to have my students purchase is directly from Amazon as the Unversity of Hawaii Bookstore was told that it has not been published. Interesting.
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