tailieunhanh - Electronic Commerce: The Strategic Perspective

When the print edition became out-of-print, we applied for the return of copyright and released the book in this electronic format. We removed the more dated material, such as boxed insert examples of the use of the Internet, but otherwise essentially left the book as is because we believe the fundamental ideas are still relevant. We seek the support of the adopting community to refresh this book. If you have some suggestions for revision, then please contact the chapter editor. | Electronic Commerce The Strategic Perspective Richard T. Watson - University of Georgia Pierre Berthon - Bentley College Leyland F. Pitt - Simon Fraser University George M. Zinkhan - University of Georgia Copyright 2007 by Richard T. Watson Pierre Berthon Leyland F. Pitt and George M. Zinkhan This book is licensed under a Creative Commons Attribution License This book is licensed under a Creative Commons Attribution License Table of Contents 1. Electronic commerce An Electronic commerce Who should use the Internet .5 Why use the Internet .6 Key themes 2. Electronic commerce Internet Electronic Electronic commerce Electronic Secure electronic 3. Web strategy Attracting and retaining Types of Attractiveness Sustainable Strategies for 4. Promotion Integrated Web Internet technology for supporting Integrated Internet 5. Promotion purchase Measuring The Internet and the World Wide An electronic trade show and a virtual flea The role of the Web in the marketing communication Web marketing communication a conceptual 6. What is the purpose of a distribution strategy .63 What does technology do . 64 The Internet distribution The effects of technology on distribution Some long-term effects .70 7. What makes services different .74 8. Web pricing and the dynamics of Flattening the pyramid and narrowing the scope of Migrating up the pyramid and more effective marketing .87 9. Post-Modernism and the Web Societal What is modernism .92 And Post-Modernism .93 Information Systems 2 A Global Text .