Electronic Marketing: Theory and Practice for the Twenty-First Century
6 Dec 2003
Financial Times Prentice Hall
O'Connor, John; Galvin, Eamonn; Evans, Martin
Written by leading players in both industry and academia, Electronic Marketing: Theory and Practice for the 21st Century provides a broad, but sound overview of this rapidly changing field. Targeted at students and practitioners who already understand basic marketing concepts, the book includes the latest discussion of Relationship Marketing and CRM as well a chapter on Improving Sales Force Effectiveness.