Electronic Commerce The Strategic Perspective

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.................................................................................................................................... 6 1
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 ........................................................................................................................ 0 4
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 ............................................................................................................................. 0 7
7. Service.................................................................... ..........................................74
What makes services different?................................................................................................................74
Cyberservice.................................................................................................................................... ..........75
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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
Dedifferentiation ......................................................................................................................................94
Hyperreality ..............................................................................................................................................95
Time and space..........................................................................................................................................96
Paradox, reflexivity, and pastiche.............................................................................................................97
Anti-foundationalism ...............................................................................................................................98


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