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ISBN: 0415256003Издательство: Brunner-Routledge
This important title looks at how to improve marketing efficiency and effectiveness through electronic means. As well as looking at the main marketing themes (product, price, promotion, place etc) this accessible text looks at the bigger 'E' considerations, such as legislation, data protection, security, governance, intellectual property, ethics, etc. The book helps the reader work through these marketing issues in a logical order and demonstrates how they may be pulled together into an actual marketing plan.