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Electronic Commerce : the strategic perspective shefo

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Electronic Commerce : the strategic perspective shefo

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Name:Electronic Commerce : the strategic perspective shefo

Total Size: 824.21 KB

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Last Updated: 2016-03-25 06:48:39 (Update Now)

Torrent added: 2009-01-06 03:57:26



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Table of Contents
Preface........................................................................................................................................................4
1. Electronic commerce: An introduction...............................................................5
Electronic commerce defined......................................................................................................................5
Who should use the Internet?.....................................................................................................................5
Why use the Internet?................................................................................................................................6
Disintermediation......................................................................................................................................8
Key themes addressed................................................................................................................................9
2. Electronic commerce technology ................................................................ ......16
Internet technology...................................................................................................................................16
Infrastructure............................................................................................................................................17
Electronic publishing................................................................................................................................18
Electronic commerce topologies...............................................................................................................19
Security.....................................................................................................................................................22
Electronic money......................................................................................................................................26
Secure electronic transactions..................................................................................................................28
3. Web strategy: Attracting and retaining visitors.................................................32
Types of attractors ...................................................................................................................................33
Attractiveness factors...............................................................................................................................38
Sustainable attractiveness ........................................................................................................................40
Strategies for attractors ............................................................................................................................41
Conclusion ...............................................................................................................................................43
4. Promotion: Integrated Web communications...................................................45
Internet technology for supporting marketing ........................................................................................45
Integrated Internet Marketing..................................................................................................................46
5. Promotion & purchase: Measuring effectiveness..............................................52
The Internet and the World Wide Web....................................................................................................52
An electronic trade show and a virtual flea market..................................................................................52
The role of the Web in the marketing communication mix.....................................................................54
Web marketing communication: a conceptual framework......................................................................56
6.Distribution............................................................................................ ..........63
What is the purpose of a distribution strategy?.......................................................................................63
What does technology do?........................................................................................................................64
The Internet distribution matrix...............................................................................................................65
The effects of technology on distribution channels..................................................................................66
Some long-term effects .............................................................................................................................70
7.Service.................................................................... ..........................................74
What makes services different?................................................................................................................74
Cyberservice..............................................................................................................................................75
8.Pricing..............................................................................................................82
Web pricing and the dynamics of markets...............................................................................................82
Flattening the pyramid and narrowing the scope of marketing..............................................................85
Migrating up the pyramid and more effective marketing .......................................................................87
9. Post-Modernism and the Web: Societal effects.................................................92
What is modernism?................................................................................................................................92
And Post-Modernism?.............................................................................................................................93
Fragmentation..........................................................................................................................................94
Information Systems 2 A Global Text
Dedifferentiation .....................................................................................................................................94
Hyperreality .............................................................................................................................................95
Time and space.........................................................................................................................................96
Paradox, reflexivity, and pastiche.............................................................................................................97
Anti-foundationalism .............................................................................................................................98
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