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Electronic Commerce|Richard T. Watson

Electronic Commerce : The Strategic Perspective

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Overview

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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Details

  • ISBN-13: 9781616100292
  • ISBN-10: 161610029X
  • Publisher: Orange Grove Text Plus
  • Publish Date: September 2009
  • Dimensions: 11 x 8.5 x 0.24 inches
  • Shipping Weight: 0.63 pounds
  • Page Count: 115

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