Specialists from business and academia present a meticulously
researched, compelling examination of the forces of globalization,
innovation, and relentless technological competition--and the
profound effect they are having on the evolution of e-commerce and
online marketing. The editors and contributors to this unique, wide
ranging volume probe the fundamental, long-term drivers of the
Internet infrastructure, e-commerce models, marketing approaches
and customer behaviors, blending insights from the U.S., Europe,
and the Asia-Pacific nations. They offer fresh understanding of why
certain e-commerce practices work and why some don't, noting
specifically Internet-based buying. With practical managerial
advice, important empirical findings, and new ways to comprehend
the intricacies of the fast-morphing world of today's business. The
book's global perspective and interdisciplinary viewpoints provide
the framework marketing executives and their top level colleagues
need to make sense of an onslaught of events during coming months,
even years, and the marketplace skills to help their companies
prosper from them.
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