117056

9780130352910

E-Business Marketing
E-Business Marketing
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  • ISBN-13: 9780130352910
  • ISBN: 0130352918
  • Publication Date: 2002
  • Publisher: Prentice Hall PTR

AUTHOR

Albert, Terri C., Sanders, William B.

SUMMARY

From the Preface... "The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were provided with timely examples and practices about e-business marketing, yet because those practices and examples 'aged' prematurely in this environment, their education was not timeless. Understanding the Internet's role in marketing requires bothtimely(situation-relevant) andtimeless(part of a larger general concept) information."Albert, Terri C. is the author of 'E-Business Marketing', published 2002 under ISBN 9780130352910 and ISBN 0130352918.

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