Since the much-hyped dot. com crash treading the e-business path can be daunting. In these increasingly uncertain and cynical times this useful text unpicks the challenges of e-Marketing for many types of business. It uses topical case studies and accompanying web material to provide an up-to-date study of effective marketing strategies. Topics include: *Multi-channel marketing strategies *Change Management *Lessons learned from the dot. com crash *Branding e-Retail and relationship building *Digital divides privacy and data security. Providing a new approach to the subject matter this book analyses the benefits of e-Marketing as a tool for improving efficiency and effectiveness rather than business revolution. Considering the practicalities of marketing in an e-Business context it is the first book of its kind to voice such a rigorous argument for the importance of e-Marketing and a crucial text for anyone studying or practicing e-Business. . Language: English