Electronic Commerce: The Strategic Perspective

February 28, 2014 | Updated: March 29, 2019
Author: Richard T. Watson, Pierre Berthon, Leyland F. Pitt, George M. Zinkhan

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 commerce on society.

Subject Areas
Business and Management, Commerce

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Amazon España por dentro (http://www.flickr.com/photos/alvy/11309229846/) by Álvaro Ibáñez (http://www.flickr.com/photos/alvy/) used under a CC-BY license (http://creativecommons.org/licenses/by/2.0/deed.en_CA)

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Electronic Commerce: The Strategic Perspective by Richard T. Watson, Pierre Berthon, Leyland F. Pitt, George M. Zinkhan is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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