Results: 1 Open Textbooks
  • Electronic Commerce: The Strategic Perspective

    Author(s): Richard T. Watson, Pierre Berthon, Leyland F. Pitt, George M. Zinkhan

    Updated: Sep 29, 2021

    Description: This book contains eight chapters. Chapter Two briefly describes the technology that makes electronic commerce possible, while Chapter Three introduces the topic of Web strategy. The major functions of marketing are described in the next five chapters: Promotion (Chapter Four); Promotion and Purchase (Chapter Five); Distribution (Chapter Six); Service (Chapter Seven); and Pricing (Chapter Eight). The final chapter takes a broader, societal perspective and discusses the influence of electronic c...[more]