E-Business Marketing

Designed to bridge the gap between the science of eBusiness marketing and its practice, this timely book is intentionally organized to develop a solid conceptual framework that translates into companies' opportunities. Its cross-discipline orientation between marketing theories and technology solutions facilitates the understanding of the adaptation of existing marketing models into the Internet-enabled environment. A three-part organization discusses existing marketing models and their extension or adaptation into the Internet-enabled environment, provides a series of case studies, and presents a futuristic look into the eBusiness marketing environment. For chief marketing officers, marketing senior vice presidents, marketing and eBusiness marketing officers; product, brand, and sales managers; chief information officers; and systems and business analysts.