This textbook covers the basics of business-to-business (B2B) eCommerce, where similar principles of customer targeting can be observed as in B2C eCommerce. Gerrit Heinemann highlights the specifics and business models of B2B eCommerce, analyzes the digital challenges and shows the consequences and opportunities for online sales in B2B. Recognised best-practice examples illustrate how successful B2B eCommerce can work and which risks have to be considered.
The content
· Basics of B2B eCommerce
· Special features of B2B eCommerce
· Business models in B2B eCommerce
· Best Practices in B2B eCommerce
· Risks in B2B eCommerce
The author
Prof. Dr. Gerrit Heinemann is Professor of Business Administration, Management and Commerce and Head of the eweb Research Center at the Niederrhein University of Applied Sciences.
This book is a translation of an original German edition. The translation was done with the help ofartificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.
