Electronic Commerce

Abstract

Almost without a doubt, the most over-exposed new marketing concept of the 1990s will be the Internet and the promise of electronic commerce. We are bombarded almost daily with articles extolling the virtues of the Internet as a way of doing business – that 30–70 million on-line users are beginning to constitute a viable on-line market. You are encouraged to build your own on-line presence now, in order to be sure of addressing this market in the future. If you do not, the argument goes, you will miss the shift from the physical world of shopping in shops and shopping malls to shopping in cyberspace. The implication is unmistakable: miss this boat and your business will never recover.