Effective Promotional Planning for E-Business

In 2002, businesses moving online were genuinely navigating new territory, and Cathy Ace's guide met a real need: practical promotional planning for managers who'd never had to think about website stickiness or online CRM before. The case studies drawing on both startups and established companies give the book a grounded, varied feel, and one trade reviewer specifically praised her friendly, involving presentation style — not a small thing in a category prone to jargon. The Chartered Institute of Marketing endorsement adds professional credibility. The unavoidable issue is that the entire e-business landscape this book describes no longer exists in recognizable form. Social media, search advertising, mobile commerce, and platform marketing have remade the field entirely. Read it as business history, not as a current playbook.