Marketer's Guide to e-Commerce Strategy

Part One - The Foundations; 1 Introduction to Strategy; 2 Setting the Foundations of an e-commerce Strategy; Part Two - The Analysis; 3 Understanding the Broader Environment; 4 Understanding the Competitive Environment; 5 Understanding Your Own Business; 6 Choosing the Strategy; Part Three - The Strategic Plan; 7 Turning a Strategy (Theory) in Action; 8 Financial Objectives; 9 Consumer Strategy - Customer Value Proposition; 10 Internal Operational Strategy - Making the Value Proposition Work; 11 Resources Strategy; 12 Strategy Management; 13 Issues;

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