Electronic_Commerce
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Description
Contents
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Language
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ISBN
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Preface
1. Electronic commerce: An introduction
Electronic commerce defined
Who should use the Internet?
Why use the Internet?
Disintermediation
Key themes addressed
2. Electronic commerce technology
Internet technology
Infrastructure
Electronic publishing
Electronic commerce topologies
Security
Electronic money
Secure electronic transactions
3. Web strategy: Attracting and retaining visitors
Types of attractors
Attractiveness factors
Sustainable attractiveness
Strategies for attractors
Conclusion
4. Promotion: Integrated Web communications
Internet technology for supporting marketing
Integrated Internet Marketing
5. Promotion & purchase: Measuring effectiveness
The Internet and the World Wide Web
An electronic trade show and a virtual flea market
The role of the Web in the marketing communication mix
Web marketing communication: a conceptual framework
6. Distribution
What is the purpose of a distribution strategy?
What does technology do?
The Internet distribution matrix
The effects of technology on distribution channels
Some long-term effects
7. Service
What makes services different?
Cyberservice
8. Pricing
Web pricing and the dynamics of markets
Flattening the pyramid and narrowing the scope of marketing
Migrating up the pyramid and more effective marketing
9. Post-Modernism and the Web: Societal effects
What is modernism?
And Post-Modernism?
Fragmentation
Dedifferentiation
Hyperreality
Time and space
Paradox, reflexivity, and pastiche
Anti-foundationalism
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