Electronic Commerce: The Strategic Perspective

✍ Scribed by Richard T. Watson , Pierre Berthon , Leyland F. Pitt

• Publisher: Harcourt
• Year: 2000
• Tongue: English
• Leaves: 100
• Category: Library

✦ Synopsis

This exciting new text from The Dryden Press provides a strategic marketing and managerial perspective of electronic commerce. The research of the four highly qualified authors provides the basis for the book, allowing for first-hand experience, varied viewpoints, and relevance. Features: * Many of the ideas presented have stood the test of presentations by practitioners in more than a dozen countries. * Reader-friendly and engaging writing style, illustrated with many practical examples of electronic commerce in action. * Recommended cases for each chapter allow instructors to easily acquire the cases they desire for their class from the publishers, i.e., Harvard Business School, European Case Clearing House. * The text has an international scope. Electronic Commerce examples from throughout the world are used, and all monetary values are expressed in US dollars and Euros.

✦ Table of Contents

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