Electronic Commerce: The Strategic Perspective

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.

• | Author: Richard T. Watson
• | Publisher: Orange Grove Texts Plus
• | Publication Date: Sep 24, 2009
• | Number of Pages: 115 pages
• | Binding: Paperback or Softback
• | ISBN-10: 161610029X
• | ISBN-13: 9781616100292