E-commerce: The Essential Guide

E-commerce: The Essential Guide is an introductory guide to the world of online sales and marketing. This title carefully balances theory with practice, thereby easing the transition from knowledge to application in the world of e-commerce. E-commerce: The Essential Guide is written at an accessible level for students who are new to digital media, while also addressing the intermediate skills that are required for standard industry practice. As such, students will learn about the modern context of digital communication and the technologies that enable it. Moreover, they will be equipped to distinguish between online consumer behaviour and regular consumer behaviour in brick-and-mortar stores. Added to this, the title will explore how various factors can be used to the advantage of an online business – from calculating appropriate profit margins and financial projections, to designing virtual stores, launching social media platforms, and providing online support to consumers.