Adoption of E-Commerce and M-Commerce Marketing Practices

Pratap Chandra Mandal

doi:10.4018/ijbsa.20210701.oa2

Abstract

E-commerce has become an important marketing channel with the increasing usage of internet by customers. Companies use both physical intermediaries and online distribution channels for selling their products and services. The study discusses about pure-click companies which sell products online and about brick-and-click companies which sell products both online and through intermediaries. The study focuses on m-commerce which is becoming an important distribution channel and preferred mode of transaction with the increasing usage of smart phones. Companies practicing e-commerce and m-commerce adopt a number of strategies to delight their customers and these strategies are discussed. Both e-commerce and m-commerce have a number of privacy and security issues. Companies should be aware of these issues and formulate measures to ensure privacy and security of information shared by customers. All these will help companies in adopting e-commerce and m-commerce, delighting their customers, building long-term relationships, and in achieving business excellence.

Highlights

E-commerce is an important marketing channel for companies to facilitate the sale of products and services
Companies should be aware of these issues and formulate measures to ensure privacy and security of information shared by customers
The study discussed about the present scenario of e-commerce and m-commerce and the necessity of adopting latest technologies for e-commerce and m-commerce

Summary

INTRODUCTION

E-commerce is an important marketing channel for companies to facilitate the sale of products and services. The study focuses on the various aspects of e-commerce and m-commerce and their roles in generating customer delight It aims to conduct a qualitative and conceptual analysis of the literature on e-commerce and m-commerce and to understand the different and critical success factors for e-commerce and m-commerce. Companies will be encouraged to adopt strategies, initiatives, and measures which will protect consumer privacy, security, and safety Such measures will assure customers that companies really care and will help in building long-term customer relationships.

PURE-CLICK COMPANIES

E-Commerce Success Factors for Pure-Click Companies

Strategies by Pure-Click Companies

BRICK-AND-CLICK COMPANIES

Critical Success Factors for Brick-and-Click Companies

Strategies by Brick-and-Click Companies

CRITICAL SUCCESS FACTORS FOR B2B E-COMMERCE

INITIATIVES BY E-COMMERCE COMPANIES

M-COMMERCE MARKETING PRACTICES

PRIVACY ISSUES IN E-COMMERCE AND M-COMMERCE

Responsibilities of Market Researchers and Companies

DISCUSSIONS