Electronic Commerce

The Strategic Perspective

By: Richard T Watson

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Paperback | 24 September 2009

At a Glance

Paperback
116 Pages

Dimensions(cm)
27.94 x 21.59 x 0.61

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This textbook provides a strategic marketing and managerial perspective of electronic commerce. The research of the four authors provides the basis for the book, allowing for first-hand experience, varied viewpoints, and relevance. Contents: 1) Electronic commerce: An introduction. 2) Electronic commerce technology. 3) Web strategy: Attracting and retaining visitors. 4) Promotion: Integrated Web communications. 5) Promotion & purchase: Measuring effectiveness. 6) Distribution. 7) Service. 8) Pricing. 9) Post-Modernism and the Web: Societal effects.

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