Electronic Commerce: The Strategic Perspective

by Richard T. Watson

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 161610029X
• ISBN13: 9781616100292
• Release Date: September 2009
• Publisher: Orange Grove Texts Plus
• Length: 115 Pages
• Weight: 0.63 lbs.
• Dimensions: 0.2" x 8.5" x 11.0"