Third Edition of a Book on Electronic Commerce by IIM Lucknow's Prof. Bharat Bhasker Gets Launched

Third Edition of a Book on Electronic Commerce by IIM Lucknow's Prof. Bharat Bhasker Gets Launched

The adoption of electronic commerce and e-business technologies is bringing about the major transformation in the way firms conduct business. A glance at corporate horizons reveals that almost all the competitive, leading edge and successful organizations have integrated the

electronic commerce technologies in business practices. The unabated convergence of telecommunication and computing has made the access to information stored on network through desktop devices and mobile devices easy and convenient.

Today’s mobile communication hand-sets have integrated most of the Internet access features that are available in palm-tops, lap-tops and other browsing devices. Therefore, the information that was only available to the user in electronic commerce environment is now also available with mobile commerce environment. However, in the mobile environment, several impeding issues related to the limitations of bandwidth, computing power, memory availability, the base technology used for the transmission of voice and data, and finally, the size of the screen available for browsing, force the content providers to optimise and tailor the content to make it suitable for the mobile environment.

As the electronic commerce makes deeper inroads into the business practices, it influences almost every element of traditional marketing mix - product, physical distribution, pricing and promotion. In fact, markets are conversations and electronic commerce based on digital communication greatly enhances the efficiency and efficacy of the process of conversation, leading to a greater impact in form of Integrated Marketing Communication.

The book, thus, throws light upon such issues by including topics on influence of electronic commerce on marketing, search engine marketing and optimisations and emerging trends in advertisement over the Internet.

Concluded.

MBA Alumni \| MBA Students \| MBA Aspirants \| MBA Forums