Synopses & Reviews
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.
About the Author
Brad Kleindl is Dean of the School of Business at Missouri Southern State University. His publications include articles in the Journal of Developmental Entrepreneurship, Research at the Marketing/Entrepreneurship Interface, Journal of Strategic Marketing, Cross Cultural Management, Management Research News, and others. Dr. Kleindl has written three books and a chapter on the Internet Value Chain for the Internet Encyclopedia. He has presented papers and has spoken at both academic and industry conferences in the U.S. and around the world. Dr. Kleindl has negotiated business relationships in the U.S., Europe, Asia, South America, and Africa. In the Spring of 2003, he was a Senior Fulbright Scholar in South Africa lecturing on Internet marketing, e-business, and e-commerce.
Table of Contents
Chapter 1. Introduction to E-Business. Chapter 2. Understanding E-Business Technology. Chapter 3. Hypermedia Communication. Chapter 4. E-Business Promotion. Chapter 5. E-Business Supply Chain Management. Chapter 6. E-Business Value Strategies. Chapter 7. E-Commerce. Chapter 8. The Market. Chapter 9. Customer Relationship Management (CRM) Through Information Collection and Use. Chapter 10. E-Business Strategy. Chapter 11. Managing the E-Business.