Electronic Commerce: The Strategic Perspective by Richard T Watson

By Richard T Watson

This fascinating new textual content from The Dryden Press offers a strategic advertising and managerial standpoint of digital trade. The examine of the 4 hugely certified authors offers the foundation for the ebook, taking into account first-hand event, diversified viewpoints, and relevance. positive aspects: * a few of the rules offered have stood the try of displays by means of practitioners in additional than a dozen nations. * Reader-friendly and interesting writing type, illustrated with many functional examples of digital trade in motion. * steered circumstances for every bankruptcy enable teachers to simply gather the circumstances they hope for his or her type from the publishers, i.e., Harvard enterprise university, eu Case Clearing condo. * The textual content has a world scope. digital trade examples from during the international are used, and all financial values are expressed in US funds and Euros.

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Instructions such as "Press the eyeball and you will return to the baby," are a blend of insanity and advertising genius. The archive Archive sites provide their visitors with opportunities to discover the historical aspects of the company's activities. Their appeal lies in the instant and universal access to interesting information and the visitor's ability to explore the past, much like museums or maybe even more like the more recently created exploratoria (entertainment with educational elements).

Many software companies distribute upgrades and complimentary freeware or shareware via their Web site. , a free operating system upgrade), this can generate overwhelming traffic for one or two weeks. Because some software vendors automatically notify registered customers by e-mail whenever they add an update or utility, such sites can have bursts of excessively high attractiveness. , search engines) can become n-dimensional Web freeway intersections with surfers coming and going in all directions, and present significant advertising opportunities because the traffic flow is intense--rather like traditional billboard advertising in Times Square or Picadilly Circus.

Consequently, firms must monitor such sites and Internet traffic about them to head off PR disasters. Signs Most organizations prominently display their logos and other identifying signs on their buildings, packaging, and other visual points of customer contact. There has been a clear transfer of this concept to the Web. A corporate logo frequently is visually reinforced by placing it on each Web page. Organizations can be extremely creative in their use of signs. Reykjavik Advertising, with a collection of pages for a variety of Icelandic clients, makes clever use of the puffin, Iceland's national bird.

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