Canadian E-marketing: A Strategic Approach

Written for students in undergraduate and MBA programs, this text contains comprehensive coverage of Internet marketing concepts from product design through to post-customer care, with a focus on customers and customer relationships. The author presents a strategic and global perspective to understanding online market opportunities and building value through the Internet. It first lays out the scope and magnitude of change forced by the Internet. Marketing opportunities are described next, then a series of chapters presents tools, concepts, strategic insights, and tactics. The book looks at marketing, not in isolation, but as a part of a series of value-adding functions within an organization. It uses current knowledge in marketing, consumer behavior, and strategy to provide frameworks for understanding marketing on the Internet. Important topics given little or no coverage in other books include channel management, B2B e-commerce and security issues, and the Internet as a communication medium and/or a distribution channel.