Description
Book SynopsisSince the first edition of this landmark textbook, online shopping has grown exponentially to the point that it now threatens to eclipse the high street. With online retail offering both advantages and challenges that are distinct from traditional commerce, this textbook provides new approaches to retailing and as suchhelps readers to take advantage ofnew digital technologies.
This long-awaited new edition provides a thorough and substantial update to its solid core principle of digital retailing and its relationship with conventional retail methods. These principles are explained clearly and practically to provide students, entrepreneurs and researchers with a reliable guide to the implementation and operation of a successful online retailing business.
Updates to this edition include:
- Search engine marketing and search engine optimization.
- New and updated case studies, including Tesco's virtual store, Ray-Ban's smart mirror, IKEA's mobile catalogu
Table of Contents
1. The world of e-retailing
2. The business of e-retailing in practice
3. Integration of e-retailing into an organisation
4. Understanding and communicating with the e-consumer
5. Information search on the web
6. E-store design navigability, interactivity and web atmospherics
7. E-service
8. Branding on the web
9. E-malls
10. E-retailing models
11. M-shopping
12. U-shopping
13. Multi-channel success and the future of e-retailing
