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ISBN: 0750652683Издательство: Butterworth-Heinemann
'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 communicationsissues, 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 andmotivation · Co-ordinating your tactics alongside traditional brand building With its user-friendly layout and an accompanying website that includes presentation material, additional questions, case studies and updated...