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Preface xvii

Marketing managers responsible for defining an e-marketing strategy and implementing
and maintaining the company web site.
Supply chain, logistics and procurement managers wanting to see examples of best practice
in using e-commerce for supply chain management.
Technical project managers or webmasters who may understand the technical details of
building a site, but have a limited knowledge of business or marketing fundamentals.

Student learning features

A range of features have been incorporated into this book to help the reader get the most out
of it. They have been designed to assist understanding, reinforce learning and help readers
find information easily. The features are described in the order you will encounter them.

At the start of each chapter

Chapter at a glance: a list of main topics, ‘focus on’ topics and case studies.
Learning outcomes: a list describing what readers can learn through reading the chapter
and completing the activities.
Management issues: a summary of main issues or decisions faced by managers related to
the chapter topic area.
Web support: additional material on the Companion Web Site.
Links to other chapters: a summary of related topics in other chapters.
Introductions: succinct summaries of the relevance of the topic to marketing students and
practitioners together with content and structure.
In each chapter

Activities: short activities in the main text that develop concepts and understanding, often
by relating to student experience or through reference to web sites. Model answers are
provided to activities at the end of the chapter where applicable.
Case studies: real-world examples of issues facing companies that implement e-business.
Questions at the end of the case study highlight the main learning points from that case
study (see p. xx).
Real-world e-business experiences: interviews with e-commerce managers at a range of UK,
European and US-based organizations concerning the strategies they have adopted and
their approaches to strategy implementation.
Box features: these explore a concept in more detail or give an example of a principle
discussed in the text.
‘Focus on’ sections: more detailed coverage of specific topics of interest.
Questions for debate: suggestions for discussion of significant issues for managers involved
with the transformation required for e-business.
Definitions: when significant terms are first introduced the main text contains succinct
definitions in the margin for easy reference.
Web links: where appropriate, web addresses are given for further information, particularly
those to update information.
Chapter summaries: intended as revision aids and to summarize the main learning points
from the chapter.

At the end of each chapter
Self-assessment exercises: short questions which will test understanding of terms and concepts
described in the chapter.
Discussion questions: require longer essay-style answers discussing themes from the chapter,
and can be used for essays or as debate questions in seminars.