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Electronic Commerce: The Strategic Perspective by Richard T. Watson

Electronic Commerce: The Strategic Perspective

by Richard T. Watson
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Book cover type: Paperback
  • ISBN13: 9781616100292
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Orange Grove Text Plus
  • Publisher Imprint: Orange Grove Text Plus
  • Publication Date:
  • Pages: 115
  • Original Price: GBP 23.99
  • Language: English
  • Edition: N/A
  • Item Weight: 286 grams
  • BISAC Subject(s): E-Commerce / Digital Marketing

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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