E-Commerce A Platform for Integrated Marketing Case Study on U.S. Retailing

According to market forecasts, e-commerce will attain growing importance in the near future; the nature of business transactions is changing. However, there is little research about its advantages, challenges or what contributes to its acceptance by the public. The book identifies trends in business-to-consumer e-commerce both from the point of view of both the retailer and the customer. Additionally, it contains a case study of a well known U.S. retailer and a corresponding survey of its customers, including customer profiles, market segments and strategies. The editors show that e-commerce is far more than a mere selling and distributing channel. It is a platform for integrated marketing that takes customers' needs into consideration while at the same time enforcing customer focus. While it may be too early to predict its ultimate impacts, e-commerce is certainly a major source of business opportunity today. The greatest threat to business may result from not taking action to participate.Schmidt, Inga D. is the author of 'E-Commerce A Platform for Integrated Marketing Case Study on U.S. Retailing' with ISBN 9783825846619 and ISBN 382584661X.