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    Read more about Electronic Commerce: The Strategic Perspective

    Electronic Commerce: The Strategic Perspective

    (2 reviews)

    Richard T. Watson, University of Georgia

    Pierre Berthon, Bentley College

    Leyland F. Pitt, Simon Fraser University

    George M. Zinkhan, University of Georgia

    Copyright Year:

    Publisher: BCcampus

    Language: English

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    Attribution Attribution
    CC BY


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    Reviewed by Ruth Shillair, Assistant Professor, Michigan State University on 10/21/19

    This book is a great synopsis of the author's extensive experience. This focuses on the foundational issues dealing with e-commerce and it perfect for upper level undergraduate students. It is written without extensive jargon so it is useful for... read more

    Reviewed by Robert Tureman, Associate Professor of Information Systems Technology, Paul D. Camp Community College on 6/19/18

    The text covers in concept form the major business ideas related to an e-commerce business. The authors do a good job of outlining how the Internet and World Wide Web can alter traditional buying and selling. One of the great features of the... read more

    Table of Contents

    1. An Introduction
    2. Electronic commerce technology
    3. Web strategy: Attracting and retaining visitors
    4. Promotion: Integrated Web communications
    5. Promotion and purchase: Measuring effectiveness
    6. Distribution
    7. Service
    8. Pricing
    9. Post-Modernism and the Web: Societal effects

    Ancillary Material

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    About the Book

    This book is written both for practitioners and business students. Managers wishing to understand how electronic commerce is revolutionizing business will find that our comprehensive coverage of essential business issues (e.g., pricing and distribution) answers many of their questions. Advanced business students (junior, seniors, and graduate students) will find that the blend of academic structure and practical examples provides an engaging formula for learning.

    The book's title reflects some key themes that we develop. First, we are primarily concerned with electronic commerce, which we define as using technology (e.g., the Internet) to communicate or transact with stakeholders (e.g., customers). Second, we discuss how organizations must change in order to take advantage of electronic commerce opportunities. In this sense, our book offers the strategic perspective (i.e., the best way to operate a successful business in the 21st century). Third, with the growing importance of the Internet and related technologies, organizations must take electronic commerce into account when they are creating strategic plans. Thus, electronic commerce is a strategic perspective that all firms must adopt, both in the present and in the future. In other words, an organization that does not explicitly consider electronic commerce as a strategic imperative is probably making a crucial error. Here, we focus primarily on the opportunities and tactics that can lead to success in the electronic marketplace.

    About the Contributors


    Richard T. Watson

    Pierre Berthon

    Leyland F. Pitt 

    George M. Zinkhan

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