E-Book Overview
'Effective Promotional Planning for e-Business' is an introductory text for those who need to gain a practical insight into promotional planning and implementation for e-businesses. Using a range of case studies from around the world, the book illustrates current practice in marketing communications, looking at both start ups and e-business solutions from existing organizations. It covers product, service, business to consumer, business to business, UK, transatlantic and global communications issues, both internally and externally.The book also addresses specific issues such as: ·Developing traffic·Making sites more sticky·Ensuring best possible CRM, partner communications, internal communications and motivation ·Co-ordinating your tactics alongside traditional brand buildingWith its user-friendly layout and an accompanying website that includes presentation material, additional questions, case studies and updated web links, 'Effective Promotional Planning for e-Business' is the essential guide to this area. It is ideal for all marketing communications executives and managers who need a practical text to help them to prepare a workable marketing communications programme for an e-business operation. comprehensive coverage of all topics related to marketing communications for e-businessesa truly international flavour, with case studies and examples from around the world to illustrate current practice in marketing communicationsregularly updated web site resource to support the book including examples of campaigns, visual images and case studies
E-Book Content
Effective Promotional Planning for e-Business The Chartered Institute of Marketing/Butterworth-Heinemann Marketing Series is the most comprehensive, widely used and important collection of books in marketing and sales currently available worldwide. As the CIM’s official publisher, Butterworth-Heinemann develops, produces and publishes the complete series in association with the CIM. We aim to provide definitive marketing books for students and practitioners that promote excellence in marketing education and practice. The series titles are written by CIM senior examiners and leading marketing educators for professionals, students and those studying the CIM’s Certificate, Advanced Certificate and Postgraduate Diploma courses. Now firmly established, these titles provide practical study support to CIM and other marketing students and to practitioners at all levels.
Formed in 1911, the Chartered Institute of Marketing is now the largest professional marketing management body in the world, with over 60 000 members located worldwide. Its primary objectives are focused on the development of awareness and understanding of marketing throughout UK industry and commerce and in the raising of standards of professionalism in the education, training and practice of this key business discipline.
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