E-Business and E-Commerce Management: Strategy, Implementation and Practice

Undergraduate degrees in e-commerce, e-business or Internet/digital marketing; postgraduate masters degree in e-commerce, e-business or Internet/digital marketing; MBAs with an e-business option; 2nd and 3rd year undergraduate students on generic degrees in Business Studies/ Administration or Marketing. This book contains a comprehensive global, accessible coverage of e-business and e-commerce topics using a student centred learning approach. The text synthesizes the developing practice of applying digital technologies with the emerging academic knowledge to integrate models, concepts and theories with practice. Most importantly it takes a European stance in terms of practice, cases and approach to learning.