B-to-C e-commerce

Author: A. J. Slywotzky
Publisher:
Publish Date: 2003-08-01
Features: The Internet provides a brand-new and more powerful way for business activities, which not only poses a challenge to traditional marketing but also opens up broader development space for marketing. This book introduces typical cases of e-commerce from different perspectives and levels of enterprise applications, covering most aspects of e-commerce development. It explains how traditional businesses can leverage the Internet to conduct marketing activities and details how Internet-based companies can use marketing methods to plan and develop their own businesses. Through vivid case studies, the book discusses the integration of online and marketing aspects, including the characteristics and environment of e-commerce, customer online purchase analysis, online research, online target market selection, website strategy, customer strategy, cost strategy, channel strategy, and online communication and online communities, forming a relatively complete e-commerce system. This book is suitable as supplementary teaching materials for undergraduate and graduate students in e-commerce majors, MBA students, senior undergraduate students in economics and management, and researchers. It is also suitable for management personnel and IT staff in various departments of enterprises, as well as for e-commerce training textbooks at corresponding levels. The Internet provides a brand-new and more powerful way for business activities, which not only poses a challenge to traditional marketing but also opens up broader development space for marketing. This book introduces typical cases of e-commerce from different perspectives and levels of enterprise applications, covering most aspects of e-commerce development. It explains how traditional businesses can leverage the Internet to conduct marketing activities and details how Internet-based companies can use marketing methods to plan and develop their own businesses. Through vivid case studies, the book discusses the integration of online and marketing aspects, including the characteristics and environment of e-commerce, customer online purchase analysis, online research, online target market selection, website strategy, customer strategy, cost strategy, channel strategy, and online communication and online communities, forming a relatively complete e-commerce system.