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  • E-commerce - Dynamic markets perspective 2/e
  • Chipp K, Ismail Z, Meiring E
  • ISBN: 9780627033247
  • eISBN: N/A
  • ePub ISBN: 9780627033254
  • 512 Pages | Published: 2016

e-Commerce is a broad term that covers all business activities that use the internet as the platform for conducting exchanges or forming and maintaining relationships. It encompasses social media, the sharing economy, mobile applications, e-tailing, the changes to business models and developments such as wearables, and is a rapidly growing component of business education. The separation between real and virtual worlds is becoming more intangible as we rapidly face a new world of integrated technology. e-Commerce provides a solid grounding in this dynamic discipline as well as tools and techniques to leverage for e-commerce business success.


e-Commerce is written from the perspective of a developing country and makes use of many South African examples. It uncovers the main business drivers that practitioners need to be aware of in this rapidly developing field, from an overview of the e-commerce environment and the digital business models and strategies that have emerged from it, to an in-depth look at the strategic drivers for digital and social marketing, operations and emerging trends in the digital future.


Contents include the following:

•               The local and regional e-commerce environment

•               Digital business models and the e-value chain

•               Consumer behaviour online

•               Research and Big Data

•               Digital marketing, advertising and branding on the internet

•               Special developments in areas such as pricing and services

•               The macro-environment, e-commerce and the law

•               The digital future


e-Commerce is aimed at students who already have an understanding of general business theory, specifically basic concepts in economics, marketing and management.

Section 1 The fundamentals

Chapter 1 The e-commerce environment

Chapter 2 Digital business models

Chapter 3 e-Tailing and the e-value chain


Section 2 Digital marketing

Chapter 4 Consumer behaviour online 

Chapter 5 e-Research and database marketing

Chapter 6 Digital marketing, advertising and branding on the internet  

Chapter 7 Pricing  

Chapter 8 Services

Chapter 9 Strategic choices in e-commerce


Section 3 e-Commerce and the macroenvironment

Chapter 10 Macroenvironment and the digital divide

Chapter 11 e-Commerce and the law


Section 4 Looking forward

Chapter 12 Digital future



Supplementary material available for this title includes:

  • PowerPoint outline slides
  • PowerPoint developed slides
  • NEWLY ADDED: PowerPoint developed slides (Chapters 10-12)
  • Figures and tables (JPEG format)
  • Testbank

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