A Marketer’s Guide to E-Commerce Strategy

E-commerce is a new way of doing business. Some companies have become very successful by trading on-line but many are only just realising that their traditional approach to their business is being dramatically changed by the Internet. This book is intended to address the needs of both people from a marketing background as well as people in small- to medium-sized businesses, giving them a structured approach to understanding their changing marketplace and how to work out a strategy to meet and benefit from its challenges. This book offers the following benefits: *Blend of theory and practice acts as a guide to making and implementing e-commerce strategy at a time when new techniques are constantly emerging.*Designed and structured so that the book can be used as an end-to-end process or dipped into as needed.*Authored by an experienced industry figure who has developed e-commerce strategies for major businesses and who, crucially, has been measured by the outcomes *Offers an essential strategic overview of e-marketing and e-commerce to complement tactical e-marketing guides.*Blending theory and practice, this is a jargon-free book that can be used as an end-to-end process or dipped into as needed.*Authored by an experienced industry figure who has developed e-commerce strategies for major businesses and who, crucially, has been measured by the outcomes.