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URL :  Electronic Commerce: The Strategic Perspective
Author : Multiple Authors
Detail : eBook Edition: 2008

The focus of our work has been to address fundamental issues that are common to many business practitioners. Thus, we have frequently emphasized the strategic elements of electronic commerce. In particular, we have explored the impact that Internet technology has on marketing strategy and practice. We have reflected on the feedback provided by many who have attended our seminars, workshops, and classes, and commented on our publications. As a result, we have refined and honed our thinking, and this book represents the culmination of these efforts.

This book reports the results of our research. It is written both for practitioners and business students. Managers wishing to understand how electronic commerce is revolutionizing business will find that our comprehensive coverage of essential business issues (e.g., pricing and distribution) answers many of their questions. Advanced business students (junior, seniors, and graduate students) will find that the blend of academic structure and practical examples provides an engaging formula for learning. (From Author)

eBook Contents

Preface - Electronic commerce: An introduction - Electronic commerce technology - Web strategy: Attracting and retaining visitors - Promotion: Integrated Web communications - Promotion & purchase: Measuring effectiveness – Distribution – Service – Pricing - Post-Modernism and the Web: Societal effects

eBook License: Creative Commons

Free PDF eBook - 2.12 Mb - 115 Pages
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