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When the print edition became out-of-print, we applied for the return of copyright and released the book in this electronic format. We removed the more dated material, such as boxed insert examples of the use of the Internet, but otherwise essentially left the book as is because we believe the fundamental ideas are still relevant. We seek the support of the adopting community to refresh this book. If you have some suggestions for revision, then please contact the chapter editor. | Electronic Commerce The Strategic Perspective Richard T. Watson - University of Georgia Pierre Berthon - Bentley College Leyland F. Pitt - Simon Fraser University George M. Zinkhan - University of Georgia Copyright 2007 by Richard T. Watson Pierre Berthon Leyland F. Pitt and George M. Zinkhan This book is licensed under a Creative Commons Attribution 3.0 License This book is licensed under a Creative Commons Attribution 3.0 License 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 .
