University Press of Florida
Electronic Commerce: The Strategic Perspective (2nd ed.)
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Title: Electronic Commerce: The Strategic Perspective (2nd ed.)
Physical Description: Book
Language: en-US
Creator: Watson, Richard T., Berthon, Pierre, Pitt, Leyland F., Zinkhan, George M.
Subjects / Keywords: Electronic commerce, ecommerce, e-commerce, Internet business, Online business, electronic publishing, electronic money, Internet security, Web strategy, Integrated Web communications, Internet marketing, Cyberservice, Web pricing, Modernism, Post-Modernism, Fragmentation, Dedifferentiation, Hyperreality, Time and space, paradox, reflexivity, pastiche, …
Business Education, Internet, Marketing, Online Systems
Social Studies / Technology and civilization
Abstract: 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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 Record Information
Source Institution: University of Florida
Holding Location: University Press of Florida
Rights Management: Copyright © 2008 by Richard T. Watson, Pierre Berthon, Leyland F. Pitt, and George M. Zinkhan. This work is licensed under the Creative Commons Attribution 3.0 License. See
Resource Identifier: isbn - 9781616100292
System ID: AA00011663:00001


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